What's Happening?
Kering, a prominent luxury group, has announced the launch of the Kering Generation Award in the Middle East and North Africa (MENA) region. This initiative aims to empower startups in these territories to 'shape the future of fashion' by providing them with resources and support to develop innovative solutions addressing environmental challenges in the fashion industry. The award, a collaboration with the Saudi Fashion Commission, follows the success of its previous editions in China and Japan. The program focuses on sustainable fashion through strategic pillars such as regenerative materials, circular business models, animal welfare, and cultural consumer engagement. Selected startups will benefit from international resources, including a trip
to Paris, mentorship, residency at The Garage incubator in Riyadh, and access to the Plug and Play investor network.
Why It's Important?
The launch of the Kering Generation Award in the MENA region signifies a strategic move to integrate sustainability into the luxury fashion industry, which is increasingly under pressure to address its environmental impact. By supporting startups that offer measurable environmental innovations, Kering is not only fostering local talent but also contributing to the global shift towards sustainable practices. This initiative could potentially lead to significant advancements in sustainable fashion, influencing industry standards and consumer expectations. The involvement of the Saudi Fashion Commission highlights the region's growing role in the global fashion landscape, potentially attracting further investment and innovation in sustainable practices.
What's Next?
As the program unfolds, selected startups will embark on a journey that includes mentorship and exposure to international markets. The collaboration with the Saudi Fashion Commission may lead to further initiatives aimed at promoting sustainable fashion in the region. The outcomes of this program could set a precedent for similar initiatives in other regions, encouraging more luxury brands to invest in sustainability. The success of the startups involved could also inspire other companies to adopt sustainable practices, potentially leading to a broader industry transformation.
