Though the inaugural Kering Generation Award X Saudi Arabia took place in January 2025, its ripple effect is still being felt across the Kingdom’s fashion landscape. A collaboration between the Saudi Fashion Commission and global luxury powerhouse Kering, the award spotlighted three forward-thinking startups that are redefining sustainability in fashion.
Sustainability is at the heart of the Saudi Fashion Commission’s mission to cultivate a responsible and innovative fashion ecosystem. The Kering Generation Award is a testament to that commitment, empowering the next wave of entrepreneurs with ideas that can reshape the industry in a more sustainable way.
The ceremony, held in Riyadh on Jan. 27, was the culmination of an intense selection process that invited startups from across Saudi Arabia to apply. A panel of industry experts judged the finalists based on criteria such as customer engagement, circular economy solutions, and water conservation efforts.
Beyond the awards, the event featured a thought-provoking panel discussion titled ‘Sustainable Innovation in Fashion: Shaping the Future of the Industry.’ Speakers included Marie-Claire Daveu, Kering’s Chief Sustainability and Institutional Affairs Officer, and Carolin Wais from Plug and Play. Moderated by sustainability expert Rachel Cernansky, the discussion tackled the evolving role of sustainability in fashion. Burak Cakmak, CEO of the Fashion Commission, delivered a keynote emphasizing the urgency of fostering a more sustainable industry in Saudi Arabia.
The Winners:
Amused: Saudi Arabia’s largest marketplace for pre-loved luxury items.
Asteri: A desert-proof beauty brand that incorporates 70% recycled packaging, FSC-certified materials, and locally sourced ingredients.
Darah Solutions Lab: A startup transforming discarded textiles into innovative new creations, redefining textile recycling.
The winning startups will receive a transformative week-long mentorship program in Paris. There, they will work closely with Kering’s Sustainability teams and showcase their innovations at the prestigious Change-Now Summit 2025. This opportunity will allow them to scale their projects and build connections with global sustainability leaders.
Burak Cakmak, CEO of the Fashion Commission, commented: “The Kering Generation Award, in collaboration with the Fashion Commission, is about discovering and empowering visionaries in sustainability. It’s about nurturing ideas that can redefine what’s possible—not just for fashion in Saudi Arabia, but for the world. Through this partnership, we are creating opportunities for the innovators of today to become the leaders of tomorrow; leaders who will shape an industry that respects our planet and uplifts our communities.”
Marie-Claire Daveu, Chief Sustainability and Institutional Affairs Officer at Kering, said: “We are extremely proud of the excellent results from this first edition of the Kering Generation Award X Saudi Arabia. The number of start-up applications and the high level of the projects show that Saudi Arabia is embedding sustainable innovations into its future plans. We firmly believe initiatives like this are key to contributing to and expanding the start-up ecosystem in the region.”
This collaboration between the Saudi Fashion Commission and Kering marks a significant step in shaping a more sustainable and forward-thinking fashion industry in Saudi Arabia. By investing in and nurturing promising startups, both organizations are paving the way for a new generation of industry leaders who will drive meaningful change and leave a lasting impact on the planet.
As Saudi Arabia continues to champion sustainability, the Kering Generation Award is poised to remain a driving force in the future of fashion, with its winners leading the charge for years to come.
