Art & Culture

Kering and Saudi Fashion Commission Raise the Stakes With the Return of the Kering Generation Award

BYYassine Hariss

February 5, 2026

Building on the success of its first edition, luxury fashion conglomerate Kering and Saudi Arabia’s Fashion Commission are joining forces to bring the Kering Generation Award X MENA back for a second round. Currently accepting submissions and applications for their sophomore edition, the first iteration managed to attract over 500 applications, with winning participants benefiting from mentorship, workshops, international exposure, and more. Now, the program is making an official return, expected to bring with it the same package of industry access, expert guidance, and visibility to a whole new cohort.

Aimed at championing the next generation of startups “driving the transformation towards a sustainable fashion future,” the initiative sharpens its focus this year around four key themes: regenerative materials and clean production, circular design, nature and animal welfare, and consumer-driven cultural engagement — all critical pillars, according to them at least, in shaping the future of fashion.

“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,“ said Burak Cakmak, CEO of the Saudi Fashion Commission. “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,” he added.

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A post shared by Burak Cakmak (@burak_ny)

“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,” Marie-Claire Daveu, Chief Sustainability and Institutional Affairs Officer at Kering said, echoing his statement.

Participants have until March 12 to compete for a slate of opportunities that includes an immersive trip to Paris with visits to Kering HQ and Plug and Play Paris; three months of expert mentorship; a six-month workspace at The Garage incubator in Riyadh; specialized workshops and curated ecosystem introductions; visibility at major events across Saudi Arabia, the wider region, and global platforms; and access to Plug and Play’s international network of brands, retailers, and investors.

To be considered, applicants must either “operate in or positively impact the sustainable fashion sector” or “demonstrate innovation with measurable sustainability outcomes.”

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Kering and Saudi Fashion Commission Raise the Stakes With the Return of the Kering Generation Award

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Kering and Saudi Fashion Commission Raise the Stakes With the Return of the Kering Generation Award

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