Saudi Fashion Commission and Kering announce winners of the first Kering Generation Award X Saudi Arabia

Kering, the global luxury group, launched the ‘Kering Generation Award’ X Saudi Arabia’ on January 27, 2025, in Riyadh, supporting the next generation in shaping luxury’s future through sustainability and eco-conscious innovation. Through a commitment to ethical, environmental luxury, it redefines what’s next. 

The latest edition focuses on Saudi Arabia’s startups in partnership with the Kingdom’s Fashion Commission, fitting Saudi’s 2030 Vision. Saudi fashion gained global recognition amidst taking its place in the Kingdom as a dynamic cultural hub for young local entrepreneurs and traditional influencers. 

Kering follows three pillars to shape its sustainability strategy for 2025: care, collaborate, and create. “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,” said: Burak Cakmak, CEO of the Fashion Commission.

The ceremony honoured local startups with eco-friendly fashion footprints, with Amused, Asteri Beauty, and Darah Solutions Lab among the award winners for their pioneering developments. Marie-Claire Daveu, Chief Sustainability and Institutional Affairs Officer at Kering, added: “The number of start-up applications as well as the level of the projects were particularly high, showing a great signal that the Kingdom has started to embed sustainable innovations into its future plans.”

AMUSED, Saudi Arabia’s leading luxury marketplace, connects buyers and sellers with 100% AI-authenticated, pre-loved designer items. AMUSED was co-created in Jeddah by Saudi-British couple Sara Teymoor Banaja and Mansoor Banaja in 2019. 

Founded by three sisters, Asteri Beauty redefines skincare with desert-proof formulas tailored for Saudi Arabia’s climate—creating a sustainable future for modern Arab womanhood. Committed to sustainability, the brand is B-Corp certified, vegan, microplastic-free, and cruelty-free, with 70% recycled packaging and locally sourced ingredients.

Rawan Al-Deraibi’s Darah Solutions Lab, a rising star in sustainable fashion, transforms textile waste into one-of-a-kind gems. Her latest project involves expanding the company’s operations to include a recycling and local production facility. 

“We firmly believe initiatives like the Kering Generation Award are key to help contribute to and expand the start-up ecosystem; from ideation and R&D to scaling commercialisation and adoption,” said Daveu.

All three local startups were the top winners of the fourth edition of the Global Luxury Group ‘Kering Generation Award’ —the first edition to launch in Saudi Arabia and the region in partnership with the Saudi Arabia Fashion Commission. The three winners will head to Paris for next-level mentorship and a debut at the ChangeNOW 2025 summit in late April.