PARIS — The next gen has a new location. Kering’s Generation Award is expanding to the Middle East in partnership with the Saudi Fashion Commission.
The French group launched the award in China in 2018 and Japan earlier this year, and will now expand the concept to Saudi Arabia to boost sustainable innovation for fashion in the region.
“We firmly believe that the future of luxury is built on sustainable innovation and engaging the next generation. This partnership with the Fashion Commission of the Kingdom of Saudi Arabia, through the expansion of our Kering Generation Award, reflects our commitment to driving meaningful change in the Saudi fashion industry,” said Kering chief sustainability and institutional affairs officer Marie-Claire Daveu.
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“Inspired by our vision of ‘Crafting Tomorrow’s Luxury,’ we look forward to seeing the talent and innovation that will emerge from this new edition of our award as we continue to foster the relationship between sustainability and creativity,” she said.
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Saudi Fashion Commission chief executive officer Burak Çakmak welcomed the new regional award.
“We are delighted to partner with Kering, whose commitment to sustainability aligns with our mission to foster a forward-thinking, eco-conscious fashion ecosystem in Saudi Arabia. Together, we aim to set new standards for sustainability and innovation in the region,” Çakmak said.
Çakmak has been busy laying the groundwork and infrastructure to build a fashion industry in Saudi Arabia, and one that is sustainable, responsible and inclusive.
Winners will be invited to the Kering headquarters in Paris for networking and mentoring, as well as awarded a booth at next year’s ChangeNow Summit, set to take place in April at the Grand Palais.
On Tuesday, the Kering team and Saudi Fashion Commission made it official with a signing ceremony at the Ministry of Culture in Riyadh. The first round of the prize is expected to take place in the first quarter of 2025.
Members of the jury for the new award include Daveu; Miral Youssef, Kering president Middle East and Africa; and WWD chief executive officer Amanda Smith.
The Gucci, Saint Laurent and Balenciaga parent company launched the Kering Generation Award to honor start-ups focused on sustainability in the fashion space and encourage new thinking about the way the fashion industry produces clothing and uses resources.
The Chinese version of the top prize comes with a 100,000 euro grant, and the winner of the Japanese version is paired with a 10 million yen purse to fast-track sustainable innovation in the luxury fashion and beauty sector.
The Japanese version of the prize was launched in March, with the winner to be announced early next year.