The French luxury group Kering is strengthening its influence in the Middle East and North Africa. By introducing the Kering Generation Award in this region, the group wants to give local start-ups the tools to “shape the future of fashion”.
The announcement follows the success of the Kering Generation Award 2025, which generated more than 500 applications, 21 finalists and three winners. The 2026 edition is the result of a collaboration between luxury group Kering and the Saudi Fashion Commission. The aim is to identify and promote innovative solutions to the industry’s ecological challenges.
The aim is to create a “platform that empowers committed innovators to take action,” explained Miral Youssef, President of Kering Middle East & Africa, in a statement. This platform should also “reaffirm the central role of the Middle East and North Africa region in the luxury fashion industry’s transition to a more sustainable future.”
Marie-Claire Daveu, Director of Sustainability and Institutional Affairs at Kering, clarified: “The Kering Generation Award was born out of our belief within the group that sustainability must drive innovation in the fashion industry.” The start-ups supported by the program will not only benefit the Kering Group, but also the “entire industry,” Daveu added.
Kering Generation Award develops resources for sustainable fashion
This second edition focuses on the challenges of sustainable fashion across several strategic areas of action: regenerative materials, circular business models, animal protection and consumer cultural engagement. The program is aimed at start-ups from the Middle East and North Africa region that offer innovations with a measurable environmental impact.
The selected companies gain access to an international network of resources. The program includes, among other things, an immersive trip to Paris with a visit to Kering headquarters, a presentation at the global innovation summit “ChangeNOW” 2026, three-month mentoring from industry experts, a six-month residency at The Garage incubator in Riyadh, and access to Plug and Play’s investor network.
Prior to its launch in the Middle East and North Africa region, the Kering Generation Awards launched in China, where the awards ceremony took place during Shanghai Fashion Week. The program was subsequently expanded to Japan (2024) and Saudi Arabia (2024).
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