Kering and The Saudi Fashion Commission launch Second Edition of the “Kering Generation Award X MENA”

This year’s themes focus on key challenges in sustainable fashion, exploring areas such as regenerative materials and clean production innovation, circular design and business models, nature and animal welfare, as well as consumer awareness and cultural engagement.

The program is calling on startups from the MENA region that are driving positive change in the sustainable fashion sector and offering innovative solutions with measurable environmental impact.

Selected startups will gain exclusive access to a wide range of resources and opportunities, including an immersive trip to Paris with visits to Kering HQ, Plug and Play Paris, and will have the chance to visit the global innovation summit "Change NOW" in 2026. They will benefit from three months of expert mentorship, a six-month residency at The Garage incubator in Riyadh as well as access to Plug and Play’s international network of brands, retailers, and investors.

“The second edition of the ‘Kering Generation Award’ builds on the strong foundation we established last year, reaffirming sustainability as a central pillar of Saudi Arabia’s fashion future. Together with Kering, we are championing the next wave of innovators who are redefining what circularity and environmental responsibility mean for the global fashion industry. By empowering startups with the tools and visibility they need, we are not only nurturing local and international talent but also accelerating the transformation of fashion into a more sustainable and resilient ecosystem”, said Burak Cakmak, CEO of the Saudi Fashion Commission. 

“The Kering Generation Award was born from our conviction at the Group level that sustainability must be a catalyst for innovation in fashion. Celebrating the success of the first edition earlier this year, we are proud to expand this initiative with the Saudi Fashion Commission to further empower startups in the MENA region. By nurturing these pioneering solutions, we aim to amplify their positive impact across the industry and reinforce our Group’s global commitment to shaping a more sustainable future for fashion”, stated 
Marie-Claire Daveu, Chief Sustainability and Institutional Affairs Officer, Kering.

“Bringing the Kering Generation Award to the MENA region reflects our commitment to fostering innovation and championing the next generation of creatives. Partnering with the Saudi Fashion Commission allows us to spotlight the extraordinary talent emerging from this region and equip startups with the resources and exposure they need to shape the future of fashion. Together, we are building a platform that empowers changemakers and reinforces the region’s role as a driver of sustainable transformation in the luxury fashion industry.” said Miral Youssef, President, Kering Middle East & Africa.

About Kering 

Kering is a global, family-led luxury group, home to people whose passion and expertise nurture creative Houses across couture and ready-to-wear, leather goods, jewelry, eyewear and beauty: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen, Brioni, Boucheron, Pomellato, Dodo, Qeelin, Ginori 1735, as well as Kering Eyewear and Kering Beauté. Inspired by their creative heritage, Kering’s Houses design and craft exceptional products and experiences that reflect the Group’s commitment to excellence, sustainability and culture. This vision is expressed in our signature: Creativity is our Legacy. In 2024, Kering employed 47,000 people and generated revenue of €17.2 billion.

About the Fashion Commission

Founded in 2020, the Fashion Commission is leading the development of the Kingdom’s fashion sector. By driving investment and building robust regulatory frameworks, the commission is supporting the next generation of Saudi fashion talent as they aspire to reach their full potential. The commission is enabling the sector while preserving the Kingdom’s vast heritage in fashion and empowering Saudi fashion designers. 
Together with the Ministry of Culture, the commission is working to unlock a thriving cultural sector to preserve and elevate the traditions that make the Kingdom unique.
To learn more about the Fashion Commission, please visit:
Twitter: @FashionMOC (Arabic) | Instagram: @fashionmoc (Arabic) | website: https://fashion.moc.gov.sa/en (English)

About the Kering Generation Award

In 2017, as part of its Sustainability strategy, Kering joined the "Plug and Play - Fashion for Good" accelerator to identify more sustainable and innovative materials and processes in Europe. In 2018, in partnership with Plug and Play China, Kering launched the first edition of the "Kering Generation Award" to support Chinese startups with a positive environmental and social impact. Since then, the "Kering Generation Award" has been launched in Japan, and then in Saudi Arabia with the support of the Fashion Commission.

Press contacts

Lea Maalouf | lea.maalouf@kering.com | +971 52 604 0759
Emmanuelle Picard-Deyme | emmanuelle.picard-deyme@kering.com | +33 6 20 38 58 95