Pure Denim and Tonello drive Kering’s Fashion Week project
As part of Milan Fashion Week, luxury group Kering challenged designers from around the world to “creatively reinterpret denim” as part of the S|Style – Denim Lab exhibition at Fondazione Sozzani.
Created in 2020 and curated by Giorgia Cantarini, S|Style highlights emerging designers as well as sustainable techniques, innovative materials and low impact fabrics.
Kering backed the initiative to reflect its water strategy, through which the group is aiming for a net water-positive impact by 2050.
This year’s edition featured denim from Italian mill Pure Denim and treatments by Tonello as well as an art installation by Mariano Franzetti, made from recycled denim.
Christian Tubito, director of Kering’s Material Innovation Lab, said: “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.”
Kering’s Material Innovation Lab is a research centre set up in 2013 to explore innovative materials, processes and technologies.
