French luxury giant LVMH takes another step towards pushing the boundaries of innovation in the world of fashion. LVMH Art Materials, a specialist division dedicated to traditional crafts, has announced a new denim strategy aimed at exploring and transforming denim craftsmanship. At the heart of this project is a collaboration with renowned Japanese denim manufacturer Kuroki and Tokyo artist Shu Yonezawa, who has been selected as the programme’s artist-in-residence.
Art and technology in the service of denim
Shu Yonezawa, a versatile artist and animator, will spend six months in Okayama, where Kuroki is headquartered – a company celebrating its 75th anniversary. This place has a special meaning on the world denim map, and this collaboration focuses on an innovative approach to the traditional crafts.
The manufacturer stands out for its vertically integrated production process, which includes every step from dyeing and weaving to finishing. A key element of their success is also the historic shuttle looms and the use of naturally soft water from the Iba region. And the result is denim with a unique texture and world-wide reputation.
LVMH Métiers d’Art promotes Japanese craftsmanship
Shu Yonezawa’s residency is the ninth edition of the LVMH Métiers d’Art program, but it is the first time it has been held in Japan. The department has supported fashion houses belonging to the LVMH, providing them with access to unique materials and craft techniques. In 2022, its Japanese branch was established, and the collaboration with Kuroki is the first fruit of these efforts.
Kuroki is also a leader in the field of sustainable trends in production. President Tatsushi Kuroki emphasizes the importance of true quality. “While the initial cost of high-quality denim may be higher, its durability makes it more cost-effective and environmentally friendly in the long run.”. This approach aligns perfectly with the values of LVMH, which is increasingly investing in initiatives aimed at reducing the industry’s impact on the environment.
LVMH emphasizes that the residency program not only supports emerging talents but also celebrates the evolution and dynamism of Japanese craftsmanship. Yonezawa was given complete creative freedom and will present the results of her work later this year. “Our collaboration with Shu Yonezawa will explore new forms of artistic expression within traditional denim production techniques” – emphasizes LVMH Métiers d’Art.
