The Saudi Fashion Commission, in collaboration with global luxury group Kering, announced the winners of the inaugural ‘Kering Generation Award X Saudi Arabia’ during a ceremony in Riyadh on January 28, 2025. The initiative aims to spotlight innovative startups that are creating sustainable impact in the fashion industry, reinforcing the Kingdom’s commitment to environmental stewardship and economic diversification.
Context and Background
The award ceremony marked the conclusion of a meticulous selection process, which began with an open call for applications from startups across Saudi Arabia. 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. This initiative is part of the Saudi Fashion Commission’s broader efforts, under the Ministry of Culture, to develop a thriving and sustainable fashion sector aligned with Vision 2030 goals.
Key Details
The winners 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 strong commitment to 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 robust dedication to waste reduction and promoting the circular economy.
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. 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.”
Implications and Impact
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 partnership highlights Saudi Arabia’s growing role as a hub for sustainable innovation and entrepreneurship, with regional implications for the fashion and luxury goods industry.
Vision 2030 Alignment
This collaboration between the Saudi Fashion Commission and Kering directly supports Vision 2030 by fostering a culture of innovation, empowering local entrepreneurs, and promoting sustainable practices. It underscores the Kingdom’s ambition to diversify its economy beyond oil, build a knowledge-based society, and position Saudi Arabia as a global leader in sustainable fashion. The initiative is a testament to the forward-looking vision of the Saudi leadership and its commitment to creating an industry that respects the environment and uplifts communities.
20 Questions
Q1. What is the Kering Generation Award X Saudi Arabia?
A1. It is an award launched by the Saudi Fashion Commission and Kering to spotlight innovative startups creating sustainable impact in the fashion industry, supporting Saudi Arabia’s Vision 2030 goals.
Q2. When were the winners announced?
A2. The winners were announced during a ceremony in Riyadh on January 28, 2025, marking the conclusion of a meticulous selection process for the inaugural edition.
Q3. Who evaluated the startup applications?
A3. A distinguished panel of judges evaluated the applications based on customer engagement, adoption of circular economy practices, and water resource protection.
Q4. What are the three main evaluation criteria?
A4. The criteria were customer engagement, adoption of circular economy practices, and water resource protection, ensuring a comprehensive assessment of sustainability impact.
Q5. Who is the founder of Amused?
A5. Amused was founded by Sara Teymoor Banaja and Mansoor Banaja, focusing on pre-loved clothing to promote circular fashion practices in Saudi Arabia.
Q6. What does Asteri offer?
A6. Asteri is a Saudi luxury beauty brand founded by Sara Alrashid, offering ethically sourced beauty products tailored for Middle Eastern women with a commitment to environmental conservation.
Q7. What is Darah Solutions Lab’s mission?
A7. Darah Solutions Lab, a social enterprise founded by Rawan Alderaibi, aims to recycle textiles and transform used clothes into new products to reduce waste.
Q8. What happens after the award for winners?
A8. Winners participate in a week-long mentorship program in Paris with Kering’s sustainability teams and showcase their projects at the global ChangeNOW 2025 Summit.
Q9. What is the ChangeNOW 2025 Summit?
A9. It is a global summit where winners will showcase their projects, enhancing their opportunities to scale and reach international markets.
Q10. Who spoke at the panel discussion?
A10. The panel featured Marie-Claire Daveu, Chief Sustainability Officer at Kering, and Carolin Wais from Plug and Play, discussing sustainable innovation in fashion.
Q11. What did Burak Cakmak say about the award?
A11. He stated that the award seeks to discover and empower visionaries in sustainability, supporting ideas that can reshape the future of fashion locally and globally.
Q12. What did Marie-Claire Daveu remark?
A12. She expressed pride in the first edition, noting that the high number of applications reflects Saudi Arabia’s integration of sustainable innovations into future plans.
Q13. How does this award support Vision 2030?
A13. It supports Vision 2030 by fostering innovation, empowering local entrepreneurs, and promoting sustainable practices within the fashion industry.
Q14. Which Saudi entity led the initiative?
A14. The Saudi Fashion Commission, under the Ministry of Culture, led the initiative in collaboration with Kering to develop a sustainable fashion sector.
Q15. What is the focus of Amused’s business?
A15. Amused focuses on pre-loved clothing, promoting circular fashion practices and supporting the sustainable reuse of products in Saudi Arabia.
Q16. What is the focus of Asteri’s products?
A16. Asteri offers ethically sourced beauty products tailored for Middle Eastern women, with a strong commitment to environmental conservation.
Q17. What is the focus of Darah Solutions Lab?
A17. Darah Solutions Lab focuses on recycling textiles and transforming used clothes into new products, reducing waste and promoting the circular economy.
Q18. How does this award impact the fashion industry?
A18. It highlights innovative startups and promotes sustainable practices, positioning Saudi Arabia as a global leader in sustainable fashion innovation.
Q19. Is this award exclusive to Saudi startups?
A19. Yes, the award invited startups from across Saudi Arabia to apply, focusing on local talent and innovations in the fashion industry.
Q20. What is the significance of Kering’s involvement?
A20. Kering’s involvement brings global expertise and mentorship, strengthening the partnership and supporting Saudi startups to reach international markets.
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