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LVMH's latest venture — a deadstock fabric platform


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A few weeks before the launch of Nona Source, LVMH’s new platform selling deadstock, the co-founders have transformed their office into a studio to shoot the fabrics in very high-definition visuals. There are scraps of soft curly llama wool in brown sugar hues, a swathe of electric blue double-faced silk satin beautifully arranged on a Stockman mannequin, and much more besides.
Nona Source, which launches this Monday, is the brainchild of Romain Brabo, formerly a materials buyer at LVMH-owned Givenchy. “In my role, I would go to warehouses, and I saw the multiplication of deadstocks,” he says. “I thought: on one hand, there are young designers seeking beautiful fabrics to make their collections; on the other hand, couture houses are storing materials they have no use for. How to create a link between them?” Nona is one of the Parcae in Roman mythology, Brabo explains. She spins the thread of life, and Source is a reference to “sourcing” ....

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