The 2025 edition “S|STYLE – DENIM LAB” focuses on sustainable denim and water use, in collaboration with Kering’s Material Innovation Lab (MIL). Aligned with Kering’s Water Strategy, aiming for a Net Water-Positive impact by 2050, the exhibition takes place at Fondazione Sozzani in Milan, a symbolic venue for culture and innovation, long dedicated to promoting circular and conscious fashion.
Selected designers coming from countries such as Georgia, Germany, France, the UK, and Vietnam, are challenged to creatively reinterpret denim with a conscious and experimental approach, employing advanced technologies for dyeing, washing, and finishing with drastically reduced water usage, minimal or zero harmful chemicals, and cotton sourced from regenerative farming practices–a cutting-edge approach to sustainable natural materials. This year’s edition features denim materials by PureDenim and treatments by Tonello, both leaders in sustainable textile technologies. The event also includes an art installation by Mariano Franzetti, made from recycled denim.
Christian Tubito, Director of Kering’s Material Innovation Lab, stated: “At Kering, supporting S|STYLE and emerging brands is part of our ongoing commitment to driving positive change across the fashion industry. With this new edition of the DENIM LAB, we want to demonstrate how creativity and innovation can reimagine this iconic fabric in a more responsible way, drastically reducing water use, eliminating harmful chemicals, and embracing next-generation materials. This initiative is not only a showcase of style, but a tangible sign of change that, starting with luxury, inspires a more sustainable future for the entire textile sector.”
Giorgia Cantarini, founder of S|STYLE – DENIM LAB, commented:
“Denim is a universal fabric, but also one of the most complex in terms of environmental impact. With this edition of S|STYLE, we aim to prove that it’s possible to rethink denim sustainably by merging research, innovation, and creativity. Not just workwear, but couture and cutting-edge design. Thanks to the support of Kering’s Material Innovation Lab, designers gained access to technologies and materials that represent the future of responsible fashion. Milan Fashion Week thus becomes the perfect stage to launch a powerful message: water is life, and fashion must learn to respect it.”
About Kering
Kering is a global, family-led luxury group, home to people whose passion and expertise nurture creative Houses across ready-to-wear and couture, leather goods, jewelry, eyewear and beauty: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ginori 1735, as well as Kering Eyewear and Kering Beauté. Inspired by their creative heritage, Kering’s Houses design and craft exceptional products and experiences that reflect the Group’s commitment to excellence, sustainability and culture. This vision is expressed in our signature: Creativity is our Legacy. In 2024, Kering employed 47,000 people and generated revenue of €17.2 billion.
About the Material Innovation Lab
Established in Milan in 2013, Kering’s Material Innovation Lab (MIL) is a research center dedicated to exploring and implementing sustainable, innovative materials, processes, and technologies. With a comprehensive textile library aligned with Kering’s principles of sustainability and innovation, MIL acts as a catalyst for transformation, supporting Kering brands and selected partners in adopting validated and tested solutions.
About S|STYLE
Founded in 2020 by journalist and independent curator Giorgia Cantarini, S|STYLE Sustainable Style is a platform designed to connect fashion, responsibility, and a new generation of talent. Over the years, it has presented more than 40 emerging brands, many of which have since become prominent names on the international scene. S|STYLE has received consistent attention from the fashion press, establishing itself as a key observatory for identifying innovative, forward-thinking trends.
Contacts
KERING
Claudia Mora + 39 34 77 93 92 37 claudia.mora@kering.com
Emmanuelle Picard-Deyme + 33 1 45 64 61 87 emmanuelle.picard-deyme@kering.com
S2BPress
Serena Ruggeri + 39 393 9338064 serena.ruggeri@s2bpress.com