Luxury giant Kering has forged a groundbreaking alliance with Shanghai Fashion Week, establishing a new initiative dubbed 'Kering Creative Residency for Artisanship, Fashion and Technology,' or Craft. This pioneering program signifies a substantial commitment by the global luxury group to China's burgeoning creative sector, underscoring its dedication to fostering innovation, promoting sustainable practices, and facilitating cross-cultural dialogue within the fashion world. The collaboration is poised to cultivate the next generation of Chinese design luminaries, empowering them to leave an indelible mark on the international stage.
The formal agreement, a Memorandum of Understanding, was officially ratified at the eighth China International Import Expo in Shanghai. The signing ceremony brought together several prominent figures, including Kering's CEO, Luca de Meo, and Ji Shengjun, the director of the Shanghai Fashion Week Organizing Committee. Also present were Nicolas Forissier, the French minister delegate for foreign trade and economic attractiveness, alongside senior representatives from the China International Import Expo Bureau and the Shanghai Municipal Commission of Commerce, highlighting the international significance and governmental support for this venture. This collective presence underscored the strategic importance of the partnership in bridging international trade and cultural exchange through the lens of fashion.
Kering has characterized the Craft program as an unparalleled industry initiative, designed to distil the core elements of the luxury domain—exceptional craftsmanship, imaginative creativity, and technological innovation—into a unified global platform. This ambitious undertaking transcends individual brand identities and geographical boundaries, aiming to identify and nurture emerging Chinese designers. The program will provide decade-long support for talent development, featuring intensive residencies across major fashion capitals: Milan, Paris, and Shanghai, offering participants a comprehensive global perspective on the industry.
Under the guidance of seasoned creative directors from Kering's prestigious luxury houses, participants will immerse themselves in practical experiences spanning brand development, sophisticated design principles, and strategic business planning. This initiative is meticulously crafted not only to cultivate inherent creative abilities but also to empower local talent to establish independent enterprises with global appeal. Kering envisions these as 'glocal' houses, seamlessly blending distinctive Chinese cultural identity with broad international resonance and market reach. This dual focus aims to foster a new wave of fashion entrepreneurs capable of navigating and influencing both local and global markets.
Luca de Meo, Kering's CEO, articulated the rationale behind the partnership, stating, "China stands as one of the world's most dynamic centers for innovation, continually impressing with its remarkable creativity and rapid advancements. This vibrant creative energy aligns perfectly with Kering's strategic vision. By collaborating with Shanghai Fashion Week, we are honored to actively contribute to fostering international discourse in commerce, culture, and ground-breaking innovation." His remarks emphasize the strategic importance Kering places on China as a hub for future growth and creative development.
For Shanghai Fashion Week, this alliance with Kering represents both a significant acknowledgment of its growing influence and a wealth of new opportunities. Ji Shengjun remarked, "Driven by the principle of integrating local and international perspectives, we are immensely proud to partner with Kering to cultivate emerging talent within China's fashion and creative sectors. Together, our goal is to empower local designers to engage effectively on a global scale, stimulate creative expression, and strengthen their brand-building capabilities, thereby expanding and enriching the entire fashion ecosystem." This partnership is expected to elevate Shanghai Fashion Week's stature as a vital platform for global fashion innovation.
In cooperation with the esteemed Shanghai Fashion Designers Association, an international panel of judges will meticulously evaluate and select the most promising talents for the program. Beyond offering creative guidance, the Craft initiative also aims to instill a strong entrepreneurial mindset in participants, equipping them with essential tools and strategies to scale their brands and successfully penetrate international markets. This holistic approach ensures that designers are not only creatively gifted but also possess the business acumen required for global success.
The Craft program is integral to Kering's broader strategic vision, which involves investing in the next generation of creative leaders while simultaneously bolstering cultural exchange between China and European nations. This partnership materializes at a pivotal juncture, as the downturn in global luxury sales in China begins to stabilize. Kering's recent reports indicated a 10% decrease in sales across the Asia-Pacific region (excluding Japan) in the most recent quarter, a notable improvement following more substantial declines of 19% and 25% in the preceding two quarters, respectively. This trend suggests a potential resurgence in the market, making the timing of the Craft initiative particularly opportune.
Through the establishment of platforms that actively encourage synergy among artisans, technologists, and designers, Kering is striving to redefine the contemporary meaning of craftsmanship. The luxury group aims to bridge traditional artistry with modern innovation, forging new pathways for creativity and production. This forward-looking approach seeks to ensure that luxury remains relevant and vibrant in an ever-evolving global landscape, continuously pushing the boundaries of design and skill.