Autorin: Tays Jennifer Köper-Kelemen
The next edition of the Milan trade fair Denim by Première Vision is scheduled for 20–21 May 2026, providing an opportunity to look back on the last event in November 2025 with a special project. S|STYLE Sustainable Style, a platform for emerging, responsible fashion brands and designers, showcased a special exhibition entitled SISTYLE – DENIM LAB in collaboration with Kering.
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 were provided by Kering MIL, an in-house research centre for sustainable textile innovation.
The theme focused 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 included 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, commented the project: „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, 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.”
Insights
photos Georgios Motitis
styling Giorgia Cantarini
make up Silvia Munoz Romero
hair Marzia Martis
model Haven Grace
assistants, stylists Milena Reyes, Julia Sikansi