Saudi Fashion Commission Launches Sustainability Contest with Kering

The Saudi Ministry of Culture’s Fashion Commission and French luxury group Kering have launched the ‘Kering Generation Award X Saudi Arabia,’ a competition designed to identify and support innovative, sustainability-focused startups in the fashion industry. “Through this partnership, we aim to inspire the next generation and foster impactful change in the Saudi fashion ecosystem,” says Marie-Claire Daveu, Kering’s Chief Sustainability Officer.

Kering, known for its globally renowned brands such as Yves Saint Laurent, Gucci, Balenciaga, Bottega Veneta, Creed, and Alexander McQueen, will provide mentorship and guidance to competition participants. The initiative emphasizes circular innovation, focusing on key areas such as customer engagement, the circular economy, and water conservation.

Applications are open to startups either based in Saudi Arabia or planning to expand into the region. “This initiative reflects our commitment to driving innovation and building a sustainable future for fashion in Saudi Arabia,” notes Burak Çakmak, CEO of the Fashion Commission.

By December, 20 finalists will be selected to participate in a boot camp in Riyadh, where they will receive mentorship and attend workshops to refine their KPIs and pitching skills. From these, 10 proposals will advance to the jury evaluation phase, assessed on innovation, sustainability, and commercial potential.

The competition will culminate in an awards ceremony in Riyadh this January. The top three winners will receive a 10-day mentorship trip to Paris to work with Kering’s sustainability teams and will showcase their innovations at the ChangeNow Summit 2025.