French fashion giant, LVMH, has partnered with its watch brand, Zenith, and its deadstock reselling service Nona Source to unveil an exciting new upcycling initiative that transforms excess fabrics from LVMH Fashion & Leather Goods Maisons into watch straps.

This collaboration with Nona Source is part of Zenith’s ongoing efforts to reduce its environmental effect without compromising the quality and desirability of Maison's timepieces.

Nona Source is the first online resale site to revalue deadstock fabrics from exclusive luxury fashion Maisons, thanks to LVMH's intrapreneurial program DARE (Disrupt, Act, and Risk to be an Entrepreneur). It allows designers to easily shop for and reuse existing resources, giving these assets a second life.

The straps for Zenith's DEFY Midnight series, which is developed particularly for women and features an ingenious quick-strap-change system mechanism on the case back, are now made from the finest fabrics available from Nona Source, giving the iconic timepieces a high-fashion edge.

Vanilla-white moleskin woven cotton, blue silk, and wool Mikado, sage-green washed crepe, sandy-beige poly-viscose canvas, pink denim, brilliant yellow tricotine, and cream curly mohair are among the seven meticulously handcrafted straps with rubber backing.

This collaboration ushers in an exciting new chapter for the watchmaking house, highlighting the Maison's combined dedication to creativity and environmental stewardship. The initiative exemplifies the LVMH Group's circular innovation strategy, which it promotes through its environmental compass, the LIFE 360 program.

Julien Tornare, Zenith CEO, said that working with Nona Source exemplifies the kind of responsible, ecological yet also luxurious kind of innovation that they seek at Zenith Manufacture. This project not only aids in the upcycling of rich materials into new contexts, but it also lends a high-fashion edge to the Defy Midnight collection. He and his team are looking forward to exploring new possibilities with Nona Source.