At the eighth China International Import Expo (CIIE) in Shanghai, running now through November 10, Kering announced a new long-term initiative with Shanghai Fashion Week: Kering Creative Residency for Artisanship, Fashion and Technology, or Craft. The first-of-its-kind program marks a major step in the global luxury group’s engagement with China’s creative economy and reflects its ongoing commitment to innovation, sustainability and cross-cultural exchange.
The Memorandum of Understanding (MoU) formalizing the collaboration was signed yesterday in the presence of key representatives including Luca de Meo, CEO of Kering; Ji Shengjun, director of the Shanghai Fashion Week Organizing Committee; Nicolas Forissier, French minister delegate for foreign trade and economic attractiveness; and senior officials from the China International Import Expo Bureau and the Shanghai Municipal Commission of Commerce.
A first-of-its-kind creative bridge
Described by Kering as an “industry-first initiative”, Kering Craft aims to distill the essence of the luxury industry — craftsmanship, creativity and innovation — into a global platform that transcends brands and borders. The program will identify and support a new generation of Chinese designers through decade-long talent development, including immersive residencies in Milan, Paris and Shanghai.
Under the mentorship of creative directors from Kering’s luxury houses, participants will gain hands-on experience in brand creation, design and business strategy. The initiative is designed not only to nurture creativity, but also to empower local talent to build globally resonant, independent companies — what Kering calls “glocal” houses, combining Chinese identity with international reach.
“China is one of the world’s most dynamic innovation hubs, impressing with its remarkable creativity and speed,” says de Meo. “This vibrant creative energy perfectly aligns with Kering’s vision. Partnering with Shanghai Fashion Week, we are honored to play an active role in fostering international dialogue in business, culture and innovation.”
For Shanghai Fashion Week, the collaboration represents both recognition and opportunity. “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,” Shengjun says. “Together, we aim to empower local designers to engage globally, spark creativity and strengthen brand-building capabilities — expanding the fashion ecosystem.”
In collaboration with the Shanghai Fashion Designers Association, an international jury will oversee a rigorous selection process to identify the most promising talent. Beyond creative mentorship, the program also aims to cultivate entrepreneurial thinking — equipping participants with tools to scale their brands and engage with global markets.
Kering Craft forms part of the group’s broader strategy to invest in the next generation of creative leaders, while reinforcing cultural exchange between China and Europe. The partnership comes as global luxury sales declines in China have begun to stabilize; on October 22, Kering reported that sales in Asia-Pacific (excluding Japan) were down 10%, following 19% and 25% declines in Q2 and Q1, respectively.
By building platforms that encourage collaboration between artisans, technologists and designers, Kering seeks to redefine what craftsmanship means in the 21st century — connecting tradition with innovation.
