Kering's CRAFT Initiative: Empowering Chinese Designers in the Luxury Market

Kering, a global luxury group, has launched an innovative program, CRAFT (Creative Residency for Artisanship, Fashion and Technology), to foster a deeper dialogue between European and Chinese cultures within the luxury sector. Initiated by CEO Luca de Meo, this residency aims to support emerging Chinese designers by integrating them into Kering's extensive ecosystem. The program, a collaboration with Shanghai Fashion Week, provides participants with unique opportunities across Italy, Paris, and Shanghai, focusing on artisanal training, technological advancements, and business scaling.

The inaugural cohort of ten Chinese designers, unveiled in March, embarked on an intensive journey through Kering's prestigious houses. They received exclusive access to product development, sales data, and met with top executives from brands like Gucci, Pomellato, and Brioni. This immersive experience included visits to renowned ateliers and manufactures, such as Bottega Veneta's workshop in Montebello Vicentino and Ginori 1735 in Sesto Fiorentino, offering practical insights into luxury production and brand heritage. Many of these designers, predominantly in their thirties, have honed their skills in London's leading art institutions before establishing their brands in China, now seeking to expand their global footprint.

Kering's commitment to the Chinese market extends beyond designer support, reflecting a strategic ambition to deepen its understanding and engagement with Chinese consumers. Recognizing China's growing influence in innovation and the rise of local brands, Kering sees CRAFT as a crucial initiative to bridge cultural divides and build credibility. The program is designed to create long-term opportunities for collaboration and investment in these talents, thereby strengthening Kering's presence and relevance in a market that remains vital to the luxury industry.

This initiative not only champions cross-cultural exchange and innovative design but also signifies a forward-thinking approach to global luxury. By investing in diverse talent and fostering mutual understanding, Kering is paving the way for a more inclusive and dynamic future for the industry, where heritage and modernity coalesce to create compelling narratives and products.