Luxury group Kering announced the 10 fellows selected for its inaugural CRAFT residency program in China on March 30. The initiative, which stands for Creative Residency for Artisanship, Fashion and Technology, marks a significant investment in emerging talent within one of the world's most vital luxury markets. This program aims to cultivate the next generation of Chinese designers by providing unparalleled access to the group's extensive resources and creative ecosystems.
The announcement underscores a strategic focus on nurturing creative talent directly within the Chinese market. According to a report from WWD, the program is designed to spotlight, accelerate, and elevate these designers, while also fostering a meaningful dialogue between the creative communities of China and Europe. By integrating these rising talents into its global network, Kering is positioning itself to engage more deeply with the future of luxury fashion as it is being shaped by Chinese creators and consumers.
What We Know So Far
- Kering officially announced the 10 fellows for its inaugural CRAFT residency on March 30.
- The selected cohort comprises seven fashion designers and three jewelry designers, according to Jing Daily.
- The program received more than 100 applications from Chinese designers since it was first announced in November.
- Selection was conducted by Kering, Shanghai Fashion Week, and a 12-member advisory board, which includes Gucci’s artistic director Demna and Chinese couturier Guo Pei.
- According to WWD, the stated selection criteria included creativity, craftsmanship, growth prospects, and the embodiment of future luxury trends.
Kering's New Residency Program: Supporting Chinese Designers
The CRAFT residency program represents a structured and long-term commitment to talent development. Launched last November by Kering and Shanghai Fashion Week, the initiative was created to build stronger connections between Chinese and international creative communities. The selection of the first 10 fellows is the culmination of a rigorous evaluation process that began with over 100 applicants. This process was a joint effort between Kering, its partners, and a distinguished advisory board tasked with identifying designers who possess a unique creative vision and strong potential for growth.
The advisory board itself signals the program's high-caliber nature, featuring prominent figures from both Western and Eastern spheres of influence. The inclusion of Demna and Guo Pei highlights an intention to blend global luxury standards with an appreciation for Chinese heritage and craftsmanship. In a statement reported by Jing Daily, Demna expressed his excitement for the initiative, noting, "The creativity, innovation, and technical know-how in China are something I have always been fascinated by. I am excited to support the next generation of Chinese creatives and see how they will help shape the future of fashion."
Cai Jinqing, President of Kering Greater China, reinforced the program's collaborative spirit. "We look forward to meaningful learning and cultural exchange during their residency," Cai stated, "and to further strengthening the richness and diversity of the CRAFT creative community together." This sentiment points to a program that is less a competition and more a collaborative incubator for the future of design.
Implications for Luxury Fashion Talent Development
Industry analysis suggests Kering's residency is a nuanced approach to talent empowerment. According to Jing Daily, the program is being interpreted as a deeper form of engagement that moves beyond simple visibility, instead aiming to integrate Chinese designers into top-tier creative systems. This method is seen as a way to provide foundational support that can lead to sustainable global careers. The publication also noted that the selected designers often blend local originality with a sophisticated global language, a combination that resonates strongly with Gen Z consumers who value cultural authenticity and high-quality craft.
The timing of this investment is also significant. Jing Daily reports that Kering’s decision to launch and fund this intensive program during a broader slowdown in the luxury sector is viewed as a countercyclical strategy. By focusing on nurturing future creative assets now, the group is not only reinforcing its commitment to the Chinese market but also cultivating the talent that could define its brands in the years to come. This long-term vision prioritizes creative development over short-term commercial returns, a strategy that could yield significant dividends in innovation and market relevance.
What We Know About Next Steps
In May, 10 selected designers are scheduled to begin an "international learning journey" as part of the program's multi-year timeline. This journey will reportedly offer immersive experiences at the heart of the luxury industry, starting in Italy, then continuing to Paris and Shanghai. This structure aims to provide comprehensive exposure to the global fashion system, from European artisanship to the dynamic Chinese market.
The residency will culminate in a final showcase several years from now. "After the completion of all modules of the residency, the Kering CRAFT fellows will present a final creative project during Shanghai Fashion Week 2027," the group stated in a release. This long-range timeline allows for deep mentorship and development, giving the designers ample time to absorb their experiences and translate them into a final, career-defining collection or project.
