The Conviction and Dedication of Kering Seen from The Third “Kering Generation Award”

Founded by Kering in China, and entering its fifth year, the third "Kering Generation Award" has grown increasingly mature after accumulation of experience from the previous two editions, changes in the trends of the times, and the impact of the pandemic. It truly understands how to deepen its targeted connection with the Chinese market, local culture, and emerging creative forces through the setting of themes and by supporting innovative strengths. 

On October 16th, the third Kering Generation Award held at the Museum of Art Pudong. From the selection themes and award results to the attending guests and content arrangement, this award ceremony clearly showed Kering's emphasis on and commitment to the "Kering Generation Award" and the significance role it plays in connecting everything behind it.

Designed as one of the key initiatives for innovation under Kering’s 2025 Sustainability Strategy, the Kering Generation Award was founded in China and aims to drive industry-wide transformation by recognizing and supporting Chinese startups that bring about positive environmental and social impact and address challenges in alternative raw materials, green supply chain, retail & use and the circular economy. Starting from the second edition, each award began to set its specific theme. For example, the second Kering Generation Award focused on biodiversity, focusing on startups that aimed at ensuring clean water, protecting soil health, supporting wildlife and animal welfare, also helping people understand the connection between fashion and nature.

Under the theme "Coming Full Circle", the third “Kering Generation Award” focuses on three dimensions: circular raw materials, circular product designs and circular business models. It evaluates how these are accomplished through the five links of redesign, reuse, recycle, regenerate and recognition. At the awards, it also hosted discussions on tactics and solutions from the industry to end consumers, exploring holistic practices in the fashion industry’s circular economy that cover the entire chain.

Since the third edition was launched last December, over 180 companies have entered the startup application pool. The evaluation process and exchange for this award have taken 10 months, incorporating diversified formats. Based on selections and evaluations by China Advisory Council and International Jury Board, three Chinese startups stood out and were awarded at the ceremony.

Yi Design won the first place with its whole supply chain for high-value utilization of ceremic waste, giving new life to non-recyclable ceramic fragments.

Research indicates that China produces 18 million tons of discarded ceramics annually. This not only reflects the widespread market popularity and vitality of this traditional craftsmanship in China but also shows this industry produces a significant amount of non-degradable waste. The founder of Yi Design noticed this fact and tirelessly sought new adhesives and methods to transform discarded ceramics into artistically appealing products. Now these products can be used in architecture, art, and product design.

If "turning waste into treasure" is the most straightforward understanding of the circular economy by Chinese consumers, then what Yi Design has done is to make this understanding a reality. Moreover, ceramics, recognized in the English world as "China" and synonymous with the country's name, is a representation of Chinese traditional culture, art, and craftsmanship. Achieving "Coming Full Circle" in this category not only has environmental and economic impacts but also holds important cultural significance.

Differing from the culture possessed by Yi Design, the second prize winner, PhaBuilder has a more "hardcore tech feature".

PhaBuilder is a tech company that specializes in synthetic biology. Through the modification and engineered applications of salt-tolerant microorganisms, they have established a "low-carbon + smart manufacturing" green production model, pursuing a “platform + product" dual matrix development. Using the cutting-edge "next-generation industrial biological technology" platform, they built a "super cell factory". PhaBuilder has successfully carried out a series of innovative R&D and production in synthetic biology, including biodegradable materials PHA (Polyhydroxyalkanoates), pharmaceutical intermediate tetrahydroquinoxaline, and nylon 56 precursor pentamethylene diamine. These products have high added value and can be used in leather and fiber manufacturing.

Cobbler's Suggest, which won the third prize, relies on the internet and digital technology to serve luxury consumers. Its real value lies in aggregating traditional craftsmanship and craftsmen scattered throughout society. It uses the "internet + model innovation", which young people are most proficient in, to standardize non-standard work. This revitalizes the value of traditional craftsmen and craftsmanship, thereby enhancing the experience of fashion consumers and the sustainability attributes of the fashion industry. 

After the ceremony, the top three winners will be invited to visit Kering’s headquarters in Paris, where they will benefit from the guidance of the Group’s sustainability experts, and experience the Group’s sustainability ecosystem. With the support of Kering and Plug and Play, they will have opportunities to get in touch with industry leaders and investors. The champion will also receive an additional bonus of 100,000 euros. The chairman and CEO of Kering, François-Henri Pinault, commented on the deeper significance of the Kering Generation Award: "The success of our Kering Generation Awards in China demonstrates that promoting innovation in sustainability across borders is one of the solutions to current environmental challenges. "

From the attendance of François-Henri Pinault and Marie-Claire Daveu, it's evident that Kering attaches great importance to the "Kering Generation Award". Moreover, the non-commercial objectives in the speeches of other high-profile guests at the event indicate that Kering is committed to maintaining the purity of this project.

2023 marks the 10th anniversary of Kering’s new identity. The ceremony featured a creative space showcasing the Group’s recent achievements in sustainability and culture, including a review of the Group’s history, sustainability strategy, Women In Motion, and the story of the returned bronze heads from the Old Summer Palace. François-Henri Pinault emphasized, "Sustainability is a necessity and a leadership opportunity that also makes good business sense. Faced with complex global issues, we must enhance industry cooperation and join forces to find solutions. "

“Now in its third edition, we chose the ‘Coming Full Circle’ theme for this year’s “Kering Generation Award” to encourage Chinese startups to rethink the way we produce, use, and extend the life-cycle of products and resources. We were thrilled to see so many industrial insights and solutions stand out and demonstrate true innovation impact. We hope the award will continue to connect the international community and accelerate change,” said Marie-Claire Daveu.

Jinqing CAI, President of Kering Greater China, added, “Kering has built on the award to shape a new circular ecosystem and gather a group of innovative pioneers at home and abroad. The ever-growing platform is witnessesing the growth of this community in China’s fashion industry, as we remain committed to co-curation, exchange, and partnership to foster industry transformation.”

Among the myriad of international luxury conglomerates, Kering has always been known for its strong efforts to promote sustainable fashion. To date, it is the only group that has specifically established a sustainable development-themed innovation empowerment project in China for more in-depth and continuous cultivation. This reflects the group's commitment to sustainable development and embodies its corporate social responsibility. Naturally, this has also enhanced the Chinese public's awareness and reputation of the Kering, making them more inclined to embrace this international luxury conglomerate as a part of their local community.