Fashion Week Debuts Sustainable Materials Lab and Public Showcase
Milan Fashion Week Hosts Kering’s Material Innovation Lab with S|STYLE 2025 DENIM LAB Exhibition
MILAN, Sept. 26, 2025 — Milan Fashion Week opened its Sustainable Materials Lab to the public today, unveiling a pioneering exhibition that positions denim innovation at the forefront of textile sustainability. The S|STYLE 2025 DENIM LAB, presented in partnership with Kering’s Material Innovation Lab (MIL), showcases next-generation technologies capable of reducing water consumption by up to 85% and eliminating hazardous chemicals from conventional jean production.
The interactive lab and showcase, located at Fondazione Sozzani through September 28, features eight emerging international designers who reinterpreted denim using advanced sustainable processes. The initiative aligns with Kering’s newly unveiled Water Strategy, which aims to achieve net water-positive impact across its supply chain by 2050—a critical goal given that traditional denim production consumes up to 3,800 liters of water per pair of jeans, according to recent industry research .
Regulatory Pressure Drives Material Innovation
The debut comes as fashion brands face sweeping new sustainability mandates. The European Union’s Ecodesign for Sustainable Products Regulation, enacted in July 2024, will require large enterprises to disclose unsold product volumes beginning in 2025 and bans the destruction of unsold textiles by 2026 . These requirements, coupled with growing consumer demand for supply chain transparency, have accelerated investment in validated sustainable technologies. The exhibition demonstrates how luxury fashion can lead compliance efforts while maintaining creative excellence.
“The convergence of regulatory deadlines and material science breakthroughs makes 2025 an inflection point for the industry,” said Christian Tubito, Director of Kering’s Material Innovation Lab. “At Kering, supporting S|STYLE and emerging brands demonstrates our commitment to drive positive change across fashion. This initiative proves that creativity and innovation can reimagine even the most resource-intensive fabrics responsibly.”
Technical Showcase Delivers Measurable Impact
Designers including Gerrit Jacob (Germany), Jeanne Friot (France), and Phan Dang Hoang (Vietnam) created capsule pieces using MIL-certified materials and processes. Key technologies on display include Sonovia’s D(y)enim® ultrasonic dyeing, which cuts water use by 85%, CO₂ emissions by 79%, and energy consumption by 60% compared to conventional methods. Sedo Engineering’s Smart Indigo® electrochemical dyeing system eliminates chemical waste, while Tonello’s Laser 2.0 and EGO ozone treatments remove toxic finishing agents.
All designers incorporated regenerative cotton from Kering’s Regenerative Fund for Nature, launched in partnership with Conservation International in 2021. The fiber comes from farms practicing carbon-sequestering agriculture, representing a shift from simply reducing harm to actively restoring ecosystems. Post-consumer recycled cotton blends appear in works by Institution, Gisele Ntsama, and Macy Grimshaw, demonstrating closed-loop potential at commercial scale.
Market Data Signals Commercial Viability
The global sustainable fashion market reached $9.2 billion in 2025 and is projected to grow at a 9.9% CAGR through 2032, according to Coherent Market Insights . Denim, valued at over $65 billion in annual global sales, represents a significant opportunity for impact reduction. The exhibition’s technologies collectively address denim’s primary environmental burdens: water-intensive cotton cultivation, chemical-heavy dyeing, and energy-consuming finishing.
“The industry must join forces to align on standards,” said Giorgia Cantarini, founder of S|STYLE. “Denim is universal yet complex. By merging research, innovation, and creativity, we’re proving sustainable couture is not just possible—it’s imperative. Water is life, and fashion must learn to respect it.”
About Kering
Kering is a global luxury group nurturing creative Houses including Gucci, Saint Laurent, Bottega Veneta, Balenciaga, and Alexander McQueen. In 2024, the group generated €17.2 billion in revenue while advancing sustainability commitments. Established in 2013, Kering’s Material Innovation Lab operates a comprehensive textile library and research center in Milan, validating sustainable materials and processes for Kering brands and industry partners.
About S|STYLE Sustainable Style
Founded in 2020 by journalist and independent curator Giorgia Cantarini, S|STYLE connects fashion and responsibility by showcasing emerging talent. The platform has presented over 40 brands, many now internationally recognized, establishing itself as a key observatory for sustainable innovation.
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