S|STYLE - DENIM LAB supported by KERING is the guest project of Denim PV

Officially presented during Fashion Week, the S|STYLE – DENIM LAB supported by KERING is the guest project of PV Denim Fashion District 2025. Founded in 2020 by Giorgia Cantarini, journalist and stylist, S|STYLE is the independent platform dedicated to emerging creatives who want to work with sustainable criteria. The 2025 edition, in collaboration with KERING MIL, Kering's Material Innovation Lab, focuses on denim and responsible water management, in line with Kering Water's strategy for a net positive water impact by 2050.

Gerrit Jacob

Gisele Ntsama

Institution

Jeanne Friot

Photos by Georgios Motitis / Styling by Giorgia Cantarini / Make up by Silvia Munoz Romero / Hair by Marzia Martis / Model Haven Grace / Assistant Stylists Milena Reyes & Julia Sikansi

For this edition, denim fabrics were produced by PureDenim, pioneers in low-impact dyeing techniques, while washes and treatments were developed by Tonello, a leader in sustainable garment finishing technologies and machinery.

The exhibition space will feature a site-specific installation created to emphasise the identity and the value of the project, using recycled and denim fabrics, enhancing the designers’ creations.

"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 has been our debut to launch a powerful message: water is life, and fashion must learn to respect it. Here at Première Vision Denim we aim to reach a wider public and to further give visibility to the project and to the designers". Giorgia Cantarini, founder of S|STYLE – DENIM LAB

Macy Grimshaw

Nadya Dzyak

Phan Dang Hoang

Sia Arnika

Photos by Georgios Motitis / Styling by Giorgia Cantarini / Make up by Silvia Munoz Romero / Hair by Marzia Martis / Model Haven Grace / Assistant Stylists Milena Reyes & Julia Sikansi

For S|STYLE – DENIM LAB, a group of international talents has been selected to reinterpret denim with creativity, experimentation, and sustainability: