RIYADH: The Saudi Ministry of Culture’s Fashion Commission and France-based luxury conglomerate Kering have announced a competition to discover and support innovative startups making a meaningful impact on sustainability within the fashion industry.

The initiative, Kering Generation Award X Saudi Arabia, will foster circular innovation, focusing on key themes such as customer engagement, the circular economy, and water protection.

The application process is now open to startups based in or expanding into Saudi Arabia. By December, 20 finalists will be shortlisted to participate in a boot camp in Riyadh.

Finalists will undergo mentorship and workshops to refine their key performance indicators and pitching skills, the Saudi Press Agency reported.

The top 10 proposals will move to the jury evaluation phase, judged on innovation, sustainability, and commercial potential.

The competition will culminate in an awards ceremony in January in Riyadh, where the top three winners will be announced.

The winners will receive a 10-day mentorship trip to Paris with Kering’s sustainability teams and the opportunity to showcase their innovations at the ChangeNow Summit 2025.

The launch follows a strategic memorandum of understanding between the commission and Kering, aligning with Saudi Arabia’s broader vision to promote sustainable practices in the fashion sector.

CEO of the commission Burak Çakmak said: “This initiative reflects our commitment to driving innovation and building a sustainable future for fashion in Saudi Arabia.”

Kering’s chief sustainability officer, Marie-Claire Daveu, added: “Through this partnership, we aim to inspire the next generation and foster impactful change in the Saudi fashion ecosystem.”

The collaboration highlights Saudi Arabia’s dedication to creating a sustainable and innovative fashion industry aligned with global standards.