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LVMH backs new research chair on creativity and technology at IFM

The group is funding academic study of how designers work with artificial intelligence, a sign of how seriously the luxury sector is treating AI's impact on creative process.

13 July 2026

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LVMH has partnered with the IFM fashion school on a new research chair dedicated to science and creativity, funding academic study into how designers and creative teams engage with technology. The initiative reflects the group's view that artificial intelligence is set to materially change fashion design practice, and that understanding the interaction between human creativity and emerging tools warrants dedicated, funded research rather than ad hoc internal experimentation.

The move fits a pattern of major luxury groups formalising talent and innovation pipelines through academic partnerships, echoing Kering's recent tie-up with eight Italian schools under its Kering Accademia programme and Richemont's ongoing support for AZ Academy graduates. Each initiative differs in focus, but together they show the sector's biggest players treating education and applied research as strategic infrastructure, not peripheral philanthropy, at a time when creative talent pipelines and technological change are both under scrutiny.

For LVMH specifically, backing research into AI and creativity signals an attempt to get ahead of a shift many in the industry view as inevitable but poorly understood: how generative tools will change the role of designers, ateliers and creative directors across its maisons. The findings could eventually inform internal training or tool development across the group's brand portfolio. Watch for how quickly the chair produces published research, and whether other luxury conglomerates follow LVMH's lead in funding academic study of AI's creative impact rather than treating it purely as an operational efficiency question.

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