On July 13, luxury group LVMH Moët Hennessy Louis Vuitton and Institut Français de la Mode (IFM) announced the launch of a new academic partnership titled the “Sciences & Creation” Chair.
The initiative will examine the mechanisms behind creativity and explore how artificial intelligence and other emerging technologies are transforming the creative industries from a scientific perspective.
Summary
- LVMH and Institut Français de la Mode have established the “Sciences & Creation” Chair
- The initiative will study the mechanisms of creativity and collaboration between humans and AI through cognitive, computational and social sciences
- An annual endowment of 150,000 euros will support fundamental research into creative practices, the impact of new technologies and the environments that foster talent
- The research will focus on three areas: creation and cognition, computational models of creation, and the social sciences and anthropology of creation
- Courses, workshops and business cases will connect academic research, education and the operational realities of LVMH’s Maisons
Positioned at the intersection of fashion, luxury, the humanities, cognitive science and emerging technologies, the Chair aims to generate new knowledge about creative processes, enrich IFM’s educational programs and strengthen the links between research, talent and the Maisons of the LVMH Group.
LVMH has previously developed academic partnerships with leading educational and research institutions to support knowledge transfer and innovation in fields that will shape the future of its Maisons.
Through these initiatives, the Group has sought to encourage the production of new knowledge and dialogue between researchers and industry professionals, while also identifying, training and supporting the next generation of talent in fashion and luxury.
Studying Creativity Through Three Research Areas
The “Sciences & Creation” Chair will examine contemporary creative processes across a range of disciplines, including cognitive science, computational science, social science and emerging technologies.
Its research will be structured around three main areas: “Creation and Cognition,” “Computational Models of Creation,” and “Social Sciences and Anthropology of Creation.”
“Creation and Cognition” will investigate the mental, perceptual and gestural mechanisms involved in creative processes. It will also examine the conditions under which intuition, expertise and inspiration emerge.
“Computational Models of Creation” will explore the role of artificial intelligence systems and generative tools in contemporary creative practices, as well as new forms of collaboration between humans and machines.
“Social Sciences and Anthropology of Creation” will focus on the cultural, collective, symbolic and social dimensions of creativity. The research will analyze the environments, networks and social contexts that encourage the emergence of talent and the recognition of aesthetic innovation.
From the mechanisms of inspiration to human-machine interaction and the cultural communities surrounding creation, the initiative will take a multifaceted approach to understanding the conditions in which ideas, talent and creative innovation develop.
The Chair will receive an annual endowment of 150,000 euros, which will fund fundamental research into the practices of creators, the impact of new technologies and the environments that support the development of talent.
Connecting Research with Education and the Maisons
The findings will extend beyond academic research and feed into both IFM’s educational programs and the operational realities of LVMH’s Maisons.
The program will include courses, workshops, support initiatives, business cases, scientific publications and conferences.
It will be offered across several IFM programs, including a Specialized Master’s course in management for approximately 80 to 90 students, a cross-disciplinary elective for 30 to 40 Master’s students in management and creation, and a workshop and support program for between two and six design students.
“INSIDE LVMH Days,” which bring students together with teams from the Group and its Maisons, will also provide opportunities to deepen their understanding of the industry.
Some initiatives may involve individual Maisons in educational projects or business cases. Students will have the opportunity to address real-world challenges, while teams from the Maisons will be able to enrich their thinking through IFM’s academic and creative perspective.
Maud Alvarez-Pereyre, Group Chief Human Resources Officer at LVMH, explained the purpose of the initiative: “Better understanding the mechanisms of creativity has become an essential challenge in supporting the transformations of our creative industries. Because knowledge is essential to inspiration, innovation and the passing on of expertise, we are convinced that dialogue between science, academic excellence and the savoir-faire of the Maisons can open up new perspectives. With the ‘Sciences & Creation’ Chair, we aim not only to shed light on the major challenges of tomorrow, but also to identify, support and train the talents who will shape the future of fashion and luxury.”
Exploring the Future of Creation Through Science and Technology
Sidney Toledano, President of Institut Français de la Mode, emphasized the importance of incorporating science and artificial intelligence into the study of creativity. “Creation lies at the very heart of fashion and luxury. With the ‘Sciences & Creation’ Chair, together with LVMH, we aim to open a space for research and knowledge transfer dedicated to understanding the mechanisms of creativity. Exploring the contribution of science, emerging technologies and artificial intelligence means helping prepare the future of our creative industries while remaining true to what makes them unique: excellence, culture and creativity.”
As artificial intelligence and generative tools become more widely used across the creative industries, the question of how they can coexist with human creativity has become increasingly important for fashion.
The Chair will study not only the functions and efficiency of technology, but also its relationship with human cognition, perception, physical gesture, culture and social environments.
Rather than delegating creativity to machines, the initiative will examine how science and emerging technologies can support human talent. By bringing together research, education and industry, the “Sciences & Creation” Chair will create a platform for considering the future of creativity in fashion and luxury.
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