Saudi Arabia celebrated its sustainability champions at the inaugural Middle East Kering Generation Award ceremony in Riyadh on Monday. The event, co-hosted by French luxury giant Kering and the Saudi Fashion Commission, recognized AMUSED, Darah, and Asteri for their innovative contributions to eco-conscious fashion.
Award-Winning Innovations
AMUSED, a preowned luxury marketplace, connects buyers and sellers to combat fashion’s environmental footprint through a circular economy model. Darah, an upcycling startup, transforms damaged clothing into unique pieces, while Asteri offers desert-proof vegan makeup with refillable packaging certified by B Lab.
The awards stem from a 2024 MoU between Kering and the Saudi Fashion Commission to elevate sustainable practices. This alliance focuses on circular economy solutions, water protection, and customer engagement, aligning with Saudi’s Vision 2030 goals. Winners will visit Paris for mentorship with Kering’s sustainability teams and showcase innovations at April’s ChangeNow Summit.
Localized Solutions Meet Global Standards
Burak Cakmak, CEO of the Fashion Commission, emphasized the winners’ alignment with Saudi culture and their introduction of novel regional concepts. Darah’s CEO Rawan Alderaibi highlighted her shift from corporate life to addressing Saudi’s untapped secondhand market, now expanding into a recycling factory.
Saudi Arabia’s push for sustainable fashion includes initiatives like the GFX Fashion Swap and KAUST’s eco-textile research. These efforts reduce waste and water use, critical in a nation prioritizing resource efficiency. AMUSED co-founder Sara Teymoor noted the award’s role in boosting confidence and fostering a “green field” for Saudi fashion.
Future Prospects: From Riyadh to Global Stages
The winners’ Paris trip underscores Saudi’s growing influence in global sustainable fashion. Cakmak added that the Kingdom offers unparalleled growth opportunities, driven by local talent and strategic partnerships. With Vision 2030 as a blueprint, Saudi Arabia continues to redefine luxury through innovation and environmental stewardship.
