Riyadh: The Saudi Fashion Commission, in collaboration with the global luxury group Kering, announced yesterday the winners of the inaugural "Kering Generation Award X Saudi Arabia" during a ceremony held in Riyadh. The initiative aims to spotlight innovative startups that are creating sustainable impact in the fashion industry.
According to Saudi Press Agency, the ceremony marked the conclusion of a meticulous selection process, which began with inviting startups from across Saudi Arabia to submit applications. The entries were evaluated by a distinguished panel of judges based on three main criteria: customer engagement, adoption of circular economy practices, and water resource protection.
The event also featured a panel discussion titled "Sustainable Innovation in Fashion: Shaping the Future of the Industry" with contributions from Chief Sustainability and Institutional Affairs Officer at Kering, Marie-Claire Daveu, and Carolin Wais from Plug and Play.
The winners, whose innovative projects stood out for their sustainability efforts, were announced as follows: Amused, a Saudi-based e-commerce platform founded by Sara Teymoor Banaja and Mansoor Banaja, focused on pre-loved clothing, promoting circular fashion practices and supporting sustainable reuse of products. Asteri, a Saudi luxury beauty brand founded by Sara Alrashid, offers ethically sourced beauty products tailored for Middle Eastern women, with a focus on environmental conservation. Darah Solutions Lab, a social enterprise founded by Rawan Alderaibi, aims to recycle textiles and transform used clothes into new products, reflecting a dedication to waste reduction and promoting the circular economy.
Chief Executive Officer of the Saudi Fashion Commission, Burak Cakmak, stated: 'The Kering Generation Award seeks to discover and empower visionaries in sustainability. It supports ideas that can reshape the future of fashion in Saudi Arabia and globally. Through this partnership, we open doors for today's innovators to become tomorrow's leaders, creating an industry that respects the environment and uplifts communities.'
Chief Sustainability and Institutional Affairs Officer at Kering, Marie-Claire Daveu, expressed pride in the outcomes of the first edition of the award, which was launched in partnership with the Fashion Commission. She remarked: 'The high number of applications and the quality of the projects reflect a strong indication that Saudi Arabia has started integrating sustainable innovations into its future plans.'
The three winners will participate in a week-long mentorship program in Paris with Kering's sustainability teams and will showcase their projects at the global ChangeNOW 2025 Summit, enhancing their opportunities to scale and reach international markets.
This collaboration between the Saudi Fashion Commission and Kering underscores their shared commitment to empowering promising startups in Saudi Arabia and supporting efforts to achieve sustainable and positive impact within the local and global fashion industry.