{"id":932901,"date":"2026-07-13T22:19:19","date_gmt":"2026-07-13T22:19:19","guid":{"rendered":"https:\/\/www.europesays.com\/us\/932901\/"},"modified":"2026-07-13T22:19:19","modified_gmt":"2026-07-13T22:19:19","slug":"lvmh-partners-with-ifm-on-research-chair-in-science-and-creation","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/932901\/","title":{"rendered":"LVMH Partners With IFM on Research Chair in Science and Creation"},"content":{"rendered":"

\n\tPARIS <\/strong>\u2014 As artificial intelligence<\/a> takes on a larger role in shaping fashion<\/a>, luxury group LVMH Mo\u00ebt Hennessy Louis Vuitton<\/a> has partnered with France\u2019s leading fashion school to create a research<\/a> chair devoted to the relationship between all sciences and creation.<\/p>\n

\n\tThe conglomerate, which owns brands including Louis Vuitton, Dior and Fendi, has promoted the widespread adoption of AI through every facet of its activities<\/a>, from directing products to stores to prompting chat messages with clients and helping lawyers draft contracts. Now it aims to better understand how creative minds engage with technology.<\/p>\n

\n\tSidney Toledano, the veteran LVMH executive who is president of the Institut Fran\u00e7ais de la Mode<\/a>, or IFM, said the school already teaches AI to students at all levels, from vocational training to master\u2019s degrees. Around half of its design students use generative AI, he said.<\/p>\n

\n\t\u201cI think it is the most advanced fashion school in this field,\u201d Toledano told WWD.<\/p>\n

\n\tHaving worked with industry heavyweights including John Galliano, Hedi Slimane and Raf Simons during his time as chief executive officer of LVMH Fashion Group and Christian Dior Couture, Toledano sees AI as a new tool for designers, rather than a threat to creativity.<\/p>\n

\n\tWhile he\u2019s concerned about its potential use by fast-fashion firms to mine the IP and archives of luxury brands while skirting copyright issues, he\u2019s convinced that, utilized correctly, it has the potential to turbocharge imagination.<\/p>\n

\n\t\u201cIt should be used to open up new horizons, rather than exploiting what\u2019s already been done to copy it on a mass scale,\u201d he said.<\/p>\n

\n\tThe new endowment, worth 150,000 euros a year, will finance fundamental research<\/a> aimed at understanding creative practices, the impact of new tools, and the environments that best support talent development, LVMH said.\u00a0<\/p>\n

\t\t\t\t\t\t\"The<\/p>\n

\t\t\t\t\tThe Institut Fran\u00e7ais de la Mode.<\/p>\n

\t\t\t\t\t\t\t\t\tJames Ewing\/Courtesy of IFM<\/p>\n

\n\tIFM has partnered with Tobias Rees, founder of philosophical R&D lab Limn, to develop advanced models aimed at helping designers generate new insights and ideas. Toledano said the technology requires an expert guiding hand.\u00a0<\/p>\n

\n\t\u201cGiving someone with no creativity access to AI is like handing me the fastest Ferrari and asking me to compete in a Grand Prix,\u201d he said. \u201cThe more sophisticated the tool, the more you will need exceptionally gifted creatives to get the most out of it.\u201d<\/p>\n

\t\tNew Frontiers\t<\/p>\n

\n\tMaud Alvarez-Pereyre, chief human resources officer at LVMH, emphasized the group\u2019s human-centered approach.\u00a0<\/p>\n

\n\t\u201cOne of the key ambitions of this chair is to better understand how technology and AI in particular can support creation without standardizing it nor reducing the human aspect of it,\u201d she said.\u00a0<\/p>\n

\n\t\u201cAI may expand possibilities, accelerate exploration, or open new creative pathways. But it does not replace intention, singularity, or the emotional and cultural depth that human creators bring,\u201d she said.<\/p>\n

\n\tWith AI already in wide use across all creative industries, the group wants to make sure it is integrated \u201cresponsibly and purposefully,\u201d Alvarez-Pereyre added.<\/p>\n

\n\tSome use cases for genAI include systems that generate collection mood boards or iterate designs in 3D, skipping the need for physical prototypes.\u00a0<\/p>\n

\n\tAt Paris Couture Week, several designers appeared to grapple with the implications of AI, showing creations that explored extreme shapes and experimental materials.\u00a0<\/p>\n

\n\tDaniel Roseberry said his fall 2026 haute couture collection for Schiaparelli<\/a>, which featured a latex jacket with inflatable tentacles, molded silicone bustiers and gowns that pulsed with light, was partly about \u201csurrendering to this unknown,\u201d though he confessed to feeling ambivalent about computer-assisted design.<\/p>\n

\n\t\u201cI did a visit to a university recently, and I found a lot of AI in the senior projects in the portfolios, and it\u2019s hard to know what to do with that because you don\u2019t feel like you\u2019re getting a reflection of the person that you would be considering for a job,\u201d he said.<\/p>\n

\t\t\t\t\t\t\"Maud<\/p>\n

\t\t\t\t\tMaud Alvarez-Pereyre and Sidney Toledano<\/p>\n

\t\t\t\t\t\t\t\t\tSt\u00e9phane Feug\u00e8re\/Courtesy of LVMH<\/p>\n

\n\tToledano, who trained as an engineer, said he was initially skeptical, but was won over by testing a tool that facilitates handbag design, which is already in use at Louis Vuitton. Even LVMH chairman and CEO Bernard Arnault has tried it.
\u00a0
\u201cHe finds it fascinating because it allows you to create new shapes,\u201d Toledano reported. \u201cAs you know, he\u2019s passionate about handbags, and we\u2019ve achieved some pretty interesting results with bag designs. But it\u2019s not replacing the company\u2019s actual designers.\u201d<\/p>\n

\n\tWhile creative directors still rely on their subjective perceptions of what they see, from people on the street to a label\u2019s archives, the technology may one day influence their observations, he suggested.\u00a0<\/p>\n

\n\t\u201cIt could be a matter of data. Who\u2019s to say that, in the future, we won\u2019t be feeding databases with street footage, or videos of people exercising or sleeping?\u201d he said.<\/p>\n

\t\tAnalyzing Creativity\t<\/p>\n

\n\tArnault, whose family holding company Agache recently invested 50 million euros<\/a> in a new institute for mathematics and fundamental sciences at \u00c9cole Polytechnique, France\u2019s top engineering school, is also interested in the broader sector implications of AI.<\/p>\n

\n\t\u201cWhen the subject is creativity itself, how it works, how it evolves, and how it can be supported, we believe it adds significant value to partner with an academic institution such as IFM: it allows us to bring scientific depth, methodological discipline, and intellectual independence to questions that are central to the future of our industry,\u201d said Alvarez-Pereyre.<\/p>\n

\n\tThe research chair will focus on three areas: creation and cognition, which examines the origins of creativity; computational design models, or the interaction between man and machine, and the anthropology of design, which delves into the cultural, collective, symbolic and social dimensions of design.\u00a0<\/p>\n

\n\tAlvarez-Pereyre said that even if intuition and inspiration are inherently mysterious, that should not mean they\u2019re beyond scientific inquiry.\u00a0<\/p>\n

\n\t\u201cScience can help us better understand the conditions in which they emerge: cognitive processes, perceptual mechanisms, memory, gesture, environment and interaction,\u201d she said.<\/p>\n

\n\t\u201cAI will likely become part of the creative environment in which many designers operate. This does not mean design itself will become reducible to AI or is delegated to the machines,\u201d Alvarez-Pereyre added.<\/p>\n

\n\t\u201cWhat will continue to make the difference is the designer\u2019s eye, their cultural literacy, their sense of proportion, their ability to interpret a brand, and their capacity to create something meaningful and desirable,\u201d she said.<\/p>\n

\t\t\t\t\t\t\"IFM<\/p>\n

\t\t\t\t\tIFM Master of Arts, fall 2026 <\/p>\n

\t\t\t\t\t\t\t\t\tGregoire Avenel\/Courtesy IFM Mas<\/p>\n

\n\tToledano acknowledged that just as some American college students are protesting against AI, not all students at IFM are favorable to the technology, which is why its use remains optional.<\/p>\n

\n\t\u201cIt shouldn\u2019t be forced on them, especially not on creatively gifted young people,\u201d he said.\u00a0<\/p>\n

\n\t\u201cIf I were 18 and attending university today, I might say, \u2018Stop AI, give free rein to human emotion.\u2019 Thought leaders and researchers need to reassure them by showing how the technology can be used in the service of humanity, but it is a subject of debate.\u201d<\/p>\n

\n\tHe believes creative directors at LVMH run no risk of being replaced by AI, but they could well find it soon rivals the human capacity for creative thinking.\u00a0<\/p>\n

\n\t\u201cAchieving intelligence that closely resembles human intelligence is not something that will happen overnight, but we will be able to talk about intuition \u2014 intuitive intelligence \u2014 even in the context of AI,\u201d he predicted.<\/p>\n

\n\tOnce AI tools reach those levels of sophistication, he believes even \u201cgenius\u201d designers like Galliano will be ready to engage with them.\u00a0<\/p>\n

\n\t\u201cThe day creatives of John\u2019s caliber start using AI, it will be like the greatest drivers getting behind the wheel of a Ferrari or a Porsche,\u201d Toledano said. \u201cThey will infuse AI with emotion to create things that move us, too.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 As artificial intelligence takes on a larger role in shaping fashion, luxury group LVMH Mo\u00ebt Hennessy…\n","protected":false},"author":3,"featured_media":932902,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[16],"tags":[738,64,607,376214,18977,1183,248498,67,132,68],"class_list":["post-932901","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entrepreneurship","tag-artificial-intelligence","tag-business","tag-entrepreneurship","tag-institut-franu00e7ais-de-la-mode","tag-lvmh-mou00ebt-hennessy-louis-vuitton","tag-research","tag-sourcing-journal","tag-united-states","tag-unitedstates","tag-us"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/116914996631111347","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/932901","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=932901"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/932901\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/932902"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=932901"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=932901"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=932901"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}