Kering Generation Award X Saudi Arabia Launches To Support Sustainable Fashion Startups

The Saudi Fashion Commission, in collaboration with luxury group Kering, has introduced the Kering Generation Award X Saudi Arabia. This competition seeks to identify and support startups that are making significant strides in sustainability within the fashion sector. The initiative is focused on promoting circular innovation, with particular emphasis on customer engagement, the circular economy, and water conservation.

Applications are now open for startups either based in or planning to expand into Saudi Arabia. By December, 20 finalists will be selected to attend a boot camp in Riyadh. During this event, participants will receive mentorship and engage in workshops aimed at enhancing their key performance indicators (KPIs) and pitching abilities.

The top 10 proposals will move forward to a jury evaluation phase. These entries will be assessed based on their innovation, sustainability efforts, and commercial viability. The competition will conclude with an awards ceremony scheduled for January 2025 in Riyadh, where the top three winners will be revealed.

Winners of the competition will be rewarded with a 10-day mentorship trip to Paris. Here, they will work closely with Kering's sustainability teams. Additionally, they will have the chance to present their innovations at the Change-Now Summit 2025.

This initiative follows a strategic Memorandum of Understanding (MoU) between the Fashion Commission and Kering. It aligns with Saudi Arabia’s broader vision of encouraging sustainable practices within its fashion industry. The collaboration highlights Saudi Arabia's commitment to developing a sustainable and innovative fashion sector that meets global standards.

Fashion Commission CEO Burak Cakmak expressed: "This initiative reflects our commitment to driving innovation and building a sustainable future for fashion in Saudi Arabia." Kering Chief Sustainability Officer Marie-Claire Daveu added: "Through this partnership, we aim to inspire the next generation and foster impactful change in the Saudi fashion ecosystem."

With inputs from SPA