Kering has launched Kering Craft in China, an innovative program to support fledgling local talent, developed in tandem with Shanghai’s key designer council.

 
The Kering CRAFT program’s goal is to identify promising Chinese designers hand-picked by an international jury of industry leaders and experts, in collaboration with the Shanghai Fashion Designers Association. CRAFT stands for Creative Residency for Artisanship, Fashion and Technology.
 
Selected talents will be chosen to participate in a cross-continental residency program spanning Milan, Paris, and Shanghai, curated by Kering. An immersive experience combining artisanship, design, and business insights, encouraging dialogue around creativity, craftsmanship, and the future of luxury, the Paris-based luxury conglomerate announced in a release.

The program is designed to empower Chinese designers to build strong brand and business capabilities, fostering the emergence of “glocal” brands. Meaning local Chinese houses with the potential to scale globally and create synergies with Kering’s Houses.
 
“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,” said Luca de Meo, CEO of Kering.
 
“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, who joined Kering in June this year.
 
As the world’s second largest luxury group, Kering controls six powerhouse runway brands: Gucci, Saint Laurent, Balenciaga, Bottega Veneta, Alexander McQueen, and Brioni, as well as Boucheron, Pomellato, Dodo, Qeelin, and Ginori 1735.
 
Kering announced the new initiative during the unveiling ceremony of the Kering Pavilion at the 8th China International Import Expo (CIIE), marking a significant step in the group’s deepening engagement with China’s fashion and creative industries.
 
“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,” said Ji Shengjun, Director of Shanghai Fashion Week Organizing Committee. “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.”
 
In the past two decades, Shanghai Fashion Week has evolved from a small runway showcase to become the leading fashion week in Asia.
 
Kering has an estimated 6,000 staff members and more than 400 stores- almost a quarter of its global retail network- across 40 Chinese cities. Half of Kering’s stores in China were opened during the past decade. Among Kering’s top 10 cities in terms of global sales, five are located in China.