An initiative to explore sustainable innovation.
S|STYLE & KERING: Rethinking Denim
An initiative that brings together emerging fashion brands from around the world to explore sustainable innovation.
S|STYLE Sustainable Style, a platform for emerging, responsible fashion brands and designers, presented a special exhibition for Milan Fashion Week in September this year in collaboration with Kering. It will now also be on display at the Denim Première Vision trade fair from 26 to 27 November 2025. The project is entitled S|STYLE – DENIM LAB.
The initiative, conceived by Giorgia Cantarini, was launched in 2024 in collaboration with Kering’s Material Innovation Lab (MIL) and presents unique denim looks from a selection of young international brands and designers. The looks are made from fabrics developed using innovative processes that significantly reduce the consumption of natural resources. Technical support and materials are provided by Kering MIL, an in-house research centre for sustainable textile innovation.
This year’s theme focuses on water – an extremely important resource for the textile industry and especially for denim. It is also directly related to Kering’s water strategy, which aims to achieve a positive water balance by 2050. The production of a single pair of jeans requires thousands of litres of water, mainly due to cotton cultivation, production, dyeing and the finishing processes typical of denim. Denim was therefore chosen as the focus material for the project: an iconic fabric that also represents environmental impact and water consumption.
The designers have reinterpreted denim with a conscious and experimental approach. Advanced dyeing, washing and finishing technologies have been used that drastically reduce water consumption, use minimal or no harmful chemicals and source cotton from regenerative agriculture. The group of international talents showcasing their designs includes Institution (Georgia/ Italy), Gerrit Jacob (Germany), Jeanne Friot (France), Macy Grimshaw (United Kingdom), Nadya Dzyak (Ukraine) , Sia Arnika (Denmark), Gisele Ntsama (Cameroon/ Italy), Phan Dang Hoang (Vietnam).
Giorgia Cantarini, founder of S|STYLE – DENIM LAB, comments: „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. […].“
Christian Tubito, Director of Kering’s Material Innovation Lab, states: “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.”
photos Georgios Motitis
styling Giorgia Cantarini
make up Silvia Munoz Romero
hair Marzia Martis
model Haven Grace
assistants, stylists Milena Reyes, Julia Sikansi
