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

In a significant move that underscores the growing intersection of technology and creativity in the fashion industry, luxury group LVMH Moët Hennessy Louis Vuitton has announced a partnership with the Institut Français de la Mode (IFM) to establish a research chair focused on the relationship between various sciences and creative practices. This initiative comes at a time when artificial intelligence (AI) is increasingly influencing the fashion landscape, prompting LVMH to explore how creative professionals can effectively engage with these emerging technologies.

LVMH, which boasts a portfolio of prestigious brands such as Louis Vuitton, Dior, and Fendi, has been at the forefront of adopting AI across its operations. The conglomerate employs AI for a variety of functions, including optimizing product distribution, enhancing customer interactions via chatbots, and assisting legal teams in drafting contracts. The new research chair aims to deepen the understanding of how creativity and technology can coexist and enhance each other in the fashion sector.

The Role of IFM in AI Education

Sidney Toledano, president of IFM and a seasoned LVMH executive, highlighted that the school is already integrating AI into its curriculum across all levels, from vocational training to master's degrees. According to Toledano, approximately half of the design students at IFM are utilizing generative AI in their projects. He expressed confidence in IFM's position as a leader in this educational domain, stating, "I think it is the most advanced fashion school in this field."

Toledano, who has collaborated with notable designers like John Galliano and Raf Simons, views AI as a tool that can enhance, rather than threaten, the creative process. He acknowledged concerns regarding the potential misuse of AI by fast-fashion brands to exploit the intellectual property of luxury labels. However, he emphasized that when used appropriately, AI could significantly expand creative horizons. "It should be used to open up new horizons, rather than exploiting what’s already been done to copy it on a mass scale," he remarked.

The research chair, endowed with an annual budget of 150,000 euros, will focus on fundamental research to explore creative practices, the impact of new tools, and the environments conducive to talent development. Toledano noted the collaboration with Tobias Rees, founder of the philosophical R&D lab Limn, to create advanced models that assist designers in generating innovative insights and ideas. He cautioned that while AI can be powerful, it requires the guidance of skilled creatives to unlock its full potential. "Giving someone with no creativity access to AI is like handing me the fastest Ferrari and asking me to compete in a Grand Prix," he stated.

Human-Centered Approach to AI

Maud Alvarez-Pereyre, LVMH's chief human resources officer, reiterated the group's commitment to a human-centered approach in its integration of technology. She articulated a key goal of the research chair: to understand how AI can support creativity without compromising its unique human aspects. "AI 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," she explained.

As AI becomes more prevalent across creative industries, LVMH aims to ensure its responsible and purposeful integration. Potential applications for generative AI include systems that create mood boards for collections or generate 3D designs, reducing the need for physical prototypes. This shift was evident during Paris Couture Week, where designers showcased avant-garde creations that pushed the boundaries of traditional fashion design.

Daniel Roseberry, for instance, expressed his ambivalence about computer-assisted design while unveiling his fall 2026 haute couture collection for Schiaparelli, which featured innovative materials and forms. He noted a trend among students using AI in their portfolios, raising concerns about authenticity in their creative expressions. "It’s hard to know what to do with that because you don’t feel like you’re getting a reflection of the person that you would be considering for a job," he commented.

Toledano, who initially approached AI with skepticism, has since recognized its value, particularly in handbag design at Louis Vuitton. He reported that even LVMH chairman Bernard Arnault has engaged with AI tools, finding them fascinating for their ability to create new shapes. Despite this technological advancement, Toledano reassured that the company’s designers remain integral to the creative process, relying on their subjective insights and cultural literacy.

The Future of Creativity in Fashion

The research chair will delve into three main areas: the origins of creativity, the interaction between humans and machines in design, and the cultural aspects of design. Alvarez-Pereyre emphasized that while intuition and inspiration are often seen as mysterious, they should not be exempt from scientific exploration. "Science can help us better understand the conditions in which they emerge: cognitive processes, perceptual mechanisms, memory, gesture, environment, and interaction," she stated.

As AI continues to evolve, it is poised to become an integral part of the creative environments in which designers operate. However, Alvarez-Pereyre affirmed that design will not be wholly reducible to AI. The unique qualities that distinguish a designer—such as their cultural understanding and ability to create meaningful work—will remain paramount.

Toledano acknowledged the mixed feelings among students regarding AI, suggesting that its use should not be mandatory, particularly for those with strong creative inclinations. He believes that while AI may not replace creative directors at LVMH, it will soon rival human creativity. "Achieving intelligence that closely resembles human intelligence is not something that will happen overnight," he cautioned, but he anticipates a future where even renowned designers will embrace AI as a collaborative partner in their creative endeavors. "The day creatives of John’s caliber start using AI, it will be like the greatest drivers getting behind the wheel of a Ferrari or a Porsche," he concluded.