Sustainable Innovation in Fashion: Kering Generation Award X Saudi Arabia

The Rise of Sustainability in the Middle East

RIYADH – Recognizing the burgeoning sustainability movement in Saudi Arabia, Kering launched the inaugural Kering Generation Award X Saudi Arabia in partnership with the Saudi Fashion Commission.

"We were impressed by the passion for innovation in Saudi Arabia, which is why we established the Kering Award here," Marie-Claire Daveu, Kering's Chief Sustainability and Institutional Affairs Officer, said.

Awarding Leaders in Sustainability

The award ceremony celebrated three exceptional start-ups: Asteri, Amused, and Darah Solutions Lab. Each winner received mentorship and the opportunity to present their innovations at the ChangeNOW Summit 2025.

"This award recognizes the transformative power of sustainability in the fashion industry," Burak Cakmak, CEO of the Saudi Fashion Commission, stated.

Winners and Their Pioneering Approaches

Asteri: Empowering Arab Women through Sustainable Beauty

Sarah Al Rashid, founder of Asteri, creates "desert-proof" beauty products specifically tailored for Arab women, addressing the unique challenges they face.

Amused: Reshaping Luxury Consumption

Sarah Teymoor and Mansoor Banaja launch Amused, a pre-owned marketplace that harnesses the growing luxury secondhand market in the Middle East.

Darah Solutions Lab: Redefining Textile Waste

Rawan Alderaibi transforms discarded textiles into new items, tackling the colossal environmental impact of fashion.

Kering's Commitment to Sustainable Fashion

"We believe sustainability drives innovation and value creation. It's not philanthropy; it's core to our business strategy," Daveu emphasized.

Kering's unwavering commitment to sustainability includes 100 employees dedicated to this cause and a material innovation lab in Milan.

Unlocking the Future of Innovation

"We are constantly seeking disruptive innovations that can transform our brands," Daveu noted.

Kering and the Saudi Fashion Commission aim to grow and evolve the program, supporting a new generation of sustainable innovators.

"This is only the beginning. The Kering Generation can empower sustainable change in Saudi Arabia and beyond," Daveu concluded.