Kering and Shanghai Fashion Week launch new CRAFT programme

During the opening ceremony of the Kering pavilion at the eighth China International Import Expo (CIIE), French luxury group Kering signed a memorandum of understanding (MoU) with Shanghai Fashion Week to launch Kering CRAFT.

This stands for “Creative Residency for Artisanship, Fashion and Technology” and is a new initiative through which Kering aims to engage with the Chinese fashion and creative industries, as well as support sustainable and future-oriented developments. The programme will also help to strengthen the global influence of Shanghai's fashion industry by promoting exchange between international creative communities.

“China is one of the world’s most dynamic innovation hubs, impressing with its remarkable creativity and speed. This vibrant creative energy perfectly aligns with Kering’s vision,” commented Kering CEO Luca de Meo in a statement. “As we partner with Shanghai Fashion Week in this groundbreaking initiative, we are honoured to play an active role in fostering international exchange in business, culture and innovation,” added de Meo.

The programme aims to spotlight the next generation of visionary Chinese creative talent in the core areas of craftsmanship, creativity and innovation, accelerating their development and promoting them. It also aims to strengthen the dialogue and exchange between China and Europe in the fields of design, craftsmanship, innovation and future business models.

Promoting the next generation of Chinese talent

Kering's CRAFT programme will identify promising Chinese designers through a rigorous selection process, led by an international jury of industry leaders and experts in collaboration with the Shanghai Fashion Designers Association.

The selected talents will then participate in a residency programme curated by Kering, which will take place in Milan, Paris and Shanghai.

The initiative aims to empower Chinese designers to build strong brand and business skills. It also seeks to foster the emergence of “glocal” brands: local Chinese fashion houses with the potential to expand globally and create synergies with Kering's brands.

“Guided by the philosophy of ‘integration of local and international visions’, we are proud to collaborate with Kering to nurture emerging talent in China’s fashion and creative industries. Together, we aim to build a platform that empowers local designers to engage globally, spark creativity and strengthen brand-building capabilities—expanding the fashion ecosystem,” explained Ji Shengjun, director of the Shanghai Fashion Week organising committee.