Kering Generation Award X Saudi Arabia Celebrates Sustainable Fashion Innovations From Local Startups

The Saudi Fashion Commission, in partnership with Kering, recently revealed the winners of the first "Kering Generation Award X Saudi Arabia" in Riyadh. This initiative aims to highlight startups making sustainable strides in fashion. The event concluded a rigorous selection process that invited Saudi startups to apply. Entries were judged on customer engagement, circular economy practices, and water conservation.

During the event, a panel discussion titled "Sustainable Innovation in Fashion: Shaping the Future of the Industry" took place. Marie-Claire Daveu from Kering and Carolin Wais from Plug and Play contributed to this discussion. They explored how sustainable innovation is influencing the future of fashion.

The award celebrated three winners for their innovative sustainability projects. Amused, an e-commerce platform founded by Sara Teymoor Banaja and Mansoor Banaja, promotes circular fashion through pre-loved clothing. Asteri, founded by Sara Alrashid, is a luxury beauty brand offering ethically sourced products for Middle Eastern women. Darah Solutions Lab, led by Rawan Alderaibi, focuses on recycling textiles into new products.

Burak Cakmak, CEO of the Saudi Fashion Commission, stated: "The Kering Generation Award seeks to discover and empower visionaries in sustainability. It supports ideas that can reshape the future of fashion in Saudi Arabia and globally. Through this partnership, we open doors for today’s innovators to become tomorrow’s leaders, creating an industry that respects the environment and uplifts communities."

Marie-Claire Daveu expressed pride in the award's success: "The high number of applications and the exceptional quality of the projects reflect a strong indication that Saudi Arabia has started integrating sustainable innovations into its future plans." This sentiment underscores Saudi Arabia's commitment to sustainable development within its fashion sector.

The winners will engage in a week-long mentorship program with Kering's sustainability teams in Paris. They will also present their projects at ChangeNOW 2025 Summit, enhancing their global reach. This collaboration highlights a shared dedication to nurturing promising startups and fostering positive change locally and globally.

This partnership between the Saudi Fashion Commission and Kering demonstrates their commitment to supporting innovative startups in Saudi Arabia. By focusing on sustainability, they aim to create lasting positive impacts within both local and international fashion industries.

With inputs from SPA