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Taking its focus on sustainable luxury to the next level, Chopard is proud to announce the launch of Chopard by Bilum, a line of upcycled luxury creations made in conjunction with eco-responsible French fashion house Bilum. Founded in 2005, Bilum gives a second life to salvaged or forgotten materials, destined to be thrown away. Also known as creative re-use, upcycling is the process of transforming by-products, waste materials, useless or unwanted products into new materials or products of better quality or offering enhanced environmental value.
In 2013, Chopard embarked on its Journey to Sustainable Luxury, an ambitious long-term commitment driven by a sense of profound humility and dedicated to making a positive difference in the luxury business. With the objective of preventing a wide range of materials from going to waste, Chopard by Bilum fits perfectly with this philosophy. Within the partnership, fabric and paper used for an extensive range of purposes across the business, from advertising banners to coats, will be given a new lease on life in a stunning range of top-quality, on-trend “upcycled” creations sure to delight the hearts of Chopard aficionados and fashion-conscious eco-activists alike. Commenting on the partnership, Hélène de la Moureyre, founder of Bilum says: "Having the trust of a great luxury Maison is extremely precious because it proves that together we can change the rules of the game using an ancestral concept as the basis. To us, this represents the future." For Chopard, with its keen commitment to sustainable luxury, the partnership is the obvious way forward.
Says Chopard Co-President and Artistic Director Caroline Scheufele,: “Sustainability is a moving target, it’s a Journey which never ends and we are delighted to be part of this exciting new partnership with Bilum, marking a new milestone in our Journey to Sustainable Luxury.”
Bilum draws its name from the word for traditional string bags made by hand in Papua New Guinea, and whose ancestral confection has grown richer over the years by using newly available materials such as fibres and synthetic strings or even fishing nets. Traditionally, each bilum was made and decorated by its owner depending on their personal taste and personality and could invoke admiration from the other villagers. In tune with this, Bilum – and now Chopard by Bilum - speaks to those looking for one-of-a-kind, original, iconic, or patrimonial pieces, all the while leaving a positive impact on earth.Operating from a studio in Choisy-le-Roi, seven kilometres from Paris, Bilum works with French artisans from seven workshops chosen for their quality and including a number of highly-qualified leather workers renowned for their remarkable craftsmanship. Four of the workshops are part of the ESAT and EA program (employment of the disabled and Adapted Establishment). Materials are selected for their design, graphics, technicality, rarity, their history or what they evoke: airbags, safety belts, giant advertising canvases, curtains from Parisian palace hotels, awning canvases and luxury furnishing fabrics, boat sails, life jackets and seat covers from trains and planes, uniforms, to name but a few.
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