EXCLUSIVE: LVMH Partners With IFM Fashion School on Research Chair in Science and Creativity

LVMH is launching a research chair at the Institut Français de la Mode to study how artificial intelligence interacts with fashion design. The partnership aims to examine the link between science and human creativity as technology becomes more prevalent in the industry.

Sidney Toledano, representing the luxury conglomerate, noted that while the group is already integrating AI across various business areas, this new project seeks to understand how creative talent engages with these tools. The school already provides AI training to students, with a significant number of design students using the technology.

The endowment provides 150,000 euros annually to fund research on how technology impacts creative practices. This includes examining how environments support talent development and the role of computational design models. The project focuses on three primary areas: creation and cognition, the interaction between man and machine, and the anthropology of design.

Maud Alvarez-Pereyre, chief human resources officer at LVMH, stated that the goal is to integrate AI responsibly without reducing the human element of design. The group emphasizes that AI acts as a support tool for exploration rather than a replacement for human intention or emotional depth. Designers at the group continue to rely on subjective perception and cultural literacy to create meaningful products.

Toledano pointed out that while some students remain hesitant about AI, the goal is to show that technology serves humanity when guided by expert creative hands. The partnership aims to provide scientific rigor to questions about the future of fashion, treating AI as a sophisticated instrument that requires talented individuals to generate results.