Kering’s Material Innovation Lab (MIL) presents S|STYLE 2025 DENIM LAB

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."