Guerlain embraces upcycling for its new collection
By transforming surplus fabrics from couture Houses into makeup cases, the beauty House of the LVMH group is taking a new step toward a more circular vision of luxury. Guerlain thus reaffirms its ambition to make responsible creation a true driver of desirability.
This season, Rouge G, Ombres G, and the Météorites are reinvented in cases with a lighter footprint. At a time when regulatory changes and evolving consumer expectations are prompting luxury Houses to turn packaging into a lever for sustainable performance, Guerlain unveils an unprecedented collection dressed in upcycled denim.
To bring these distinctive cases to life, the House has partnered with Nona Source. Founded in 2021 as part of the intrapreneurial program of the LVMH group, the company specializes in valorizing surplus textiles from leading Houses, reintegrating them into creative projects or offering them for sale via a dedicated e-commerce platform. Initially focused on excess materials from the LVMH portfolio, Nona Source has since expanded its scope to include Houses outside the group.
