Kering is playing a long game, and it’s a fascinating one to watch. The luxury conglomerate just announced the Advisory Board for its inaugural Kering CRAFT program – a creative residency aimed at boosting emerging Chinese designers – and the sheer star power assembled isn’t just about mentorship. It’s a statement. A very deliberate flexing of cultural capital.
- Kering is doubling down on China as a crucial market, not just for consumption, but for *creation*.
- The Advisory Board reads like a who’s who of both Western and Eastern fashion and tech influence.
- This program isn’t just about finding the next big designer; it’s about shaping the narrative around luxury and innovation.
Let’s break down the significance. Kering, with brands like Gucci, Saint Laurent, and Balenciaga, is facing the same pressures as all major luxury houses: the need to appeal to a younger, more globally-minded consumer. And where is that consumer increasingly focused? China. But simply selling *to* China isn’t enough anymore. The goal is to cultivate talent *from* China, to integrate Chinese aesthetics and perspectives into the global luxury conversation. This program is designed to do just that.
The inclusion of figures like Demna, Artistic Director of Gucci, and Guo Pei, the renowned haute couture designer, signals Kering’s commitment to bridging the gap between established Western brands and the burgeoning Chinese design scene. Miranda Qu, founder of Xiaohongshu (Rednote), is a particularly shrewd move. Rednote is *the* social commerce platform in China, and having her input ensures the program stays attuned to the tastes and trends driving the Chinese market. Even Camille Charrière, a fashion influencer and writer, speaks to Kering’s understanding of the power of digital voices in shaping perceptions.
This isn’t altruism, of course. It’s smart business. By investing in Chinese talent and fostering cross-cultural collaboration, Kering is positioning itself as a leader in a rapidly evolving industry. The program, spanning Milan, Paris, and Shanghai, is strategically designed to leverage the strengths of each fashion capital. The selection of fellows, to be announced in March during Shanghai Fashion Week, will be closely watched. Expect a carefully curated cohort designed to generate maximum buzz and demonstrate Kering’s commitment to diversity and innovation.
The long-term play here is clear: Kering wants to be seen not just as a purveyor of luxury, but as a patron of creativity, a champion of emerging talent, and a bridge between cultures. Whether this translates into genuine artistic breakthroughs or simply polished PR remains to be seen, but the ambition is undeniable. And in the world of high fashion, ambition – and a well-placed Advisory Board – can go a long way.
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