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.