LVMH, the parent company of Louis Vuitton, Dior, and Givenchy, is launching an online marketplace for unused fabric and leather, Nona Source, which is the first online resale platform for re-sourcing exceptional materials.

Designers who use recycled or leftover fabrics, also known as "deadstock," as a low-cost alternative to high-quality items for collections will benefit from the program.

Upcycling can go a long way toward making the industry become more circular and competitive, with such a big-name industry player focusing on it. France, LVMH's home country, is also considering prohibiting companies from destroying or dumping unsold clothes, which will cause more brands to consider upcycling and deadstock sales as an option.

Nona Source collects high-end brands' surplus fabric and makes it affordable to a new generation of designers and buyers. The website attempts to transform the sensory experience of purchasing textiles into a digital image that is as genuine as possible, with all the detail required without the need to physically touch it.

About 150,000 meters of the finest fabrics are stored in the impressive warehouse, enough to produce 75,000 new garments.

The company was founded by Romain Brabo, Marie Galguera, and Anne Prieur du Perray after Brabo, a material sourcing, and processing specialist at Givenchy and Kenzo discovered the "sleeping beauties," high-quality fabrics stored in Couture Houses' warehouses. Via a resale website, he was able to give them a new lease of life by enhancing their creative potential. Thanks to DARE, LVMH's intrapreneurial program, which serves as an incubator for innovative ventures, proposals will become tangible solutions.

With a high-resolution interactive display, the platform aims to have a revolutionary digital sourcing experience. Nona Source collaborates closely with manufacturers to better characterize and render the texture of available materials, as well as to find the most accurate digital translation of the “Touch & Feel” sourcing experience.