Why the region’s next generation of fashion innovators is being placed at the center of the global sustainability conversation.
In a world where fashion’s environmental footprint is increasingly under scrutiny, real change no longer comes from statements — it comes from systems, support, and serious investment in new ideas. This week in Riyadh, that commitment was made tangible.
During the opening reception of the RLC Global Forum, hosted at the French Residency, the Saudi Fashion Commission and luxury group Kering officially launched the second edition of the Kering Generation Award X MENA 2026 — a regional program designed to accelerate sustainable innovation in fashion.
Following a highly successful first edition in 2025, which attracted over 500 applications and produced 21 finalists and three winners, the initiative is now expanding its footprint across the Middle East and North Africa.
The message is clear: sustainability is no longer a side conversation. It is the future of fashion in the region.
From Experiment to Ecosystem
What began as a pilot initiative has evolved into a structured platform for long-term impact. The 2025 cohort benefited from international mentorship, industry workshops, and global exposure — proving that when regional talent is properly supported, it can compete at the highest level.
With its second edition, the program shifts from experimentation to ecosystem-building.
It is not just about rewarding good ideas. It is about giving founders the tools, networks, and credibility to scale.
Focus Areas: Designing for the Planet
The 2026 edition centers on four key pillars shaping the future of responsible fashion:
- Regenerative materials and clean production
- Circular design and business models
- Nature and animal welfare
- Consumer awareness and cultural engagement
Together, these themes reflect a broader rethinking of fashion — from how garments are made, to how they are worn, reused, and valued.
Rather than focusing on aesthetics alone, the award prioritizes systems thinking: how fashion can operate in harmony with people, culture, and the environment.
What Winners Actually Receive
Unlike many awards that stop at recognition, the Kering Generation Award is built around access.
Selected startups will receive:
- An immersive trip to Paris, including visits to Kering headquarters and Plug and Play Paris
- Three months of expert mentorship
- A six-month workspace at The Garage incubator in Riyadh
- Specialized workshops and ecosystem introductions
- Visibility at major regional and global platforms
- Access to Plug and Play’s international network of brands, retailers, and investors
In other words: capital, credibility, and community.
A Regional Vision, Global Standards
For the Saudi Fashion Commission, the award reflects a broader national strategy — positioning the Kingdom as a leader in responsible fashion innovation.
“The second edition builds on the strong foundation we established last year, reaffirming sustainability as a central pillar of Saudi Arabia’s fashion future,” said Burak Cakmak, CEO of the Saudi Fashion Commission.
His statement reflects a wider shift: sustainability is no longer viewed as a constraint, but as a creative advantage. For Kering, the initiative is part of a long-term commitment to transforming luxury from within. “Sustainability must be a catalyst for innovation in fashion,” said Marie-Claire Daveu, Chief Sustainability and Institutional Affairs Officer at Kering.
Meanwhile, Miral Youssef, President of Kering Middle East & Africa, emphasized the importance of turning regional ambition into scalable impact. Together, these voices point toward a shared vision: one where MENA is not following global sustainability trends — but helping shape them.
Why This Matters Now
Fashion is at a crossroads. Overproduction, waste, and extractive practices have pushed the industry to a breaking point. At the same time, consumers — particularly younger generations — are demanding transparency, ethics, and meaning. The Kering Generation Award sits precisely at this intersection. It recognizes that the future of fashion will be built by founders who understand both culture and climate. Who design not only for beauty, but for longevity. Who see responsibility as a creative language.
For the MENA region — rich in craftsmanship, heritage, and entrepreneurial energy — this represents a powerful opportunity.
Who Can Apply
The program is open to startups across the MENA region that:
- Operate in or positively impact the sustainable fashion sector
- Demonstrate measurable environmental or social impact
- Present innovative business or production models
Applications are now open for the Kering Generation Award X MENA 2026.
What makes this initiative resonate is not its scale — but its intention.
It treats sustainability not as a trend, but as infrastructure. Not as marketing, but as methodology.
By investing in founders, systems, and long-term thinking, the Saudi Fashion Commission and Kering are helping shape a generation of fashion leaders who understand that responsibility is not optional — it is essential.
The future of fashion in the region is not just being imagined. It is being built.
