2024 Trend: The Rise of Circularity in Luxury


The luxury industry undeniably holds immense power and influence globally. However, this influence comes at a cost, as the industry stands as one of the top contributors to environmental pollution. Its effects on water, soil, and ecosystems, coupled with its significant greenhouse gas emissions, emphasize the urgent need for change. A particularly alarming concern lies in the trajectory of fabric production, witnessing a daunting increase from 60 million tonnes annually in 2000 to 110 million tonnes in 2020. Projections for 2030 paint an even bleaker picture, forecasting a growth to 150 million tonnes, underscoring the critical need to address the industry's environmental impact.

Thankfully, the luxury industry, including fashion, travel & hospitality sectors, is now steering towards a more sustainable and eco-conscious approach. Join us as we explore the luxury industry's shift toward a circular economy and sustainable practices in the anticipated trends for 2024.

Circularity: the first step to tap into sustainability.

A mainstay of sustainable fashion, circularity is a genuine alternative for fostering eco-responsibility, appealing to both consumers and luxury brands aiming to embrace more sustainable approaches. Designers adopting a circular approach in their creative processes address will act on the waste reduction and extending life product cycle by achieving a sustainable approach to their brand.

Waste reduction

The fabrication of primary materials for the creative development traditionally involves the production of textiles and leathers. Typically, the fashion industry generates huge quantities of waste, both during the manufacturing process and after products have been sold. Circularity offers a radical shift in the fashion industry by tackling a fundamental challenge: many luxury brands are opting for circularity right from the start of their creative chain, utilizing existing resources to craft their products. Reusing high-quality fabrics plays a crucial role in reducing textile & leathers waste. To do so, brands designer can go through Nona Source and choose our deadstock fabrics available in a wide range of colours and patterns. Opting for Nona Source's deadstock materials not only addresses the textile waste issue but also provides an avenue to craft high-quality collections with minimal environmental impact.

Extending life product cycle

Another key point in a circular approach involves extending the life cycle of products. Choosing deadstock fabrics, yarns or leathers not only ensures the durability of each piece created but also breathes new life into the chosen materials.

Nona Source's mission includes providing a second chance for deadstock fabrics from Top Luxury Maisons, facilitating circularity in a two-step process: crafting sustainable items from existing resources and thereby extending their life cycle. Other circular strategies are now emerging in the market to assist brands in adopting a circular stance: such as exchange or buy-back programs for old products to enable reuse or offering repair services to maintain a product's life cycle.  

Despite various option, selecting deadstock materials for sourcing remains one of the most promising alternatives, intricately preserving the heritage and the authenticity of the history woven into the fabrics from the most prestigious Maisons. This deliberate choice not only safeguards the legacy encapsulated within these materials but also empowers designers to craft high-quality collections, which resonate deeply with consumers. It is this commitment to transmission and excellence that highlights Nona Source's belief of sustainability and uncompromising quality.

Embracing a genuinely sustainable approach to minimize environmental impact, numerous designers have already undertaken the challenge of developing collections with a circular mindset. Visionaries such as Stella McCartney, Kevin Germanier, and the team behind the Bar Cravan have ventured into this endeavor.

Stella McCartney, renowned for her commitment to sustainability, explores innovative materials in her collections. Through the use of Nona Source's deadstock fabrics, she infuses her designs with a unique heritage touch. Kevin Germanier, driven by eco-consciousness, unveiled his Spring-Summer 2024 fashion show featuring distinctive creations crafted from our tulles, showcasing the myriad possibilities offered by high-quality deadstock fabrics. The Cravan bar, which opened during the summer of 2023, also exemplifies this commitment by using recycled materials to design its interior, breathing new life into deadstock materials sourced from Nona Source.

Driving creativity and innovation thanks to a circular approach

Embracing a circular approach unveils fundamental aspects for collection development. In the luxury industry, exclusivity is often sought after by consumers. Utilizing rare fabrics from deadstock, designers can create truly unique pieces, fostering innovation and ensuring their creations stand out. Drawing inspiration from our exclusive deadstock selection, featuring a diverse range of materials, colors, and patterns, designers can craft collections from authentic fabrics—be it silky, cotton, woolen, technical, tulle, or linen. The shift toward sustainability is not merely an environmental commitment but also resonates with the increasing preference for enduring, top-quality items that can be cherished across generations.

Increasing consumers and compagnies awareness beyond circularity for enhancing durability

Promoting increased durability in the fashion industry involves exploring various solutions, additionally to circularity. This includes options like leasing products to extend their lifespan, designing garments for easy recycling and dismantling, and implementing specialized regulations. These regulations would not only drive manufacturers to embrace eco-friendly production methods, thereby affecting the fashion industry primarily, but they would also extend their impact to the travel and hospitality sectors in their operations.

Indeed, sustainability, once considered a trend, is now a pivotal consideration not only in the fashion industry but also gaining prominence in the hospitality and travel sectors, reflecting a broader commitment to responsible and eco-conscious practices across diverse premium industries.