In Riyadh, Saudi Arabia, three local businesses were honored with the inaugural Middle East Kering Generation Award for their contributions to sustainable fashion.

The award ceremony, held in collaboration with the Saudi Fashion Commission and French corporation Kering, recognized AMUSED, Darah, and Asteri for their efforts in promoting sustainability within the fashion industry.

AMUSED, an online platform focused on authenticated pre-owned luxury items, aims to reduce the environmental impact of the fashion industry by encouraging a circular economy.

Co-founder Sara Teymoor highlighted the company’s dedication to offering luxury items while promoting sustainability.

Darah, an upcycling startup founded by Rawan Alderaibi, takes a circular model approach by reselling secondhand clothing and creatively upcycling damaged items.

Alderaibi, who transitioned from a corporate career to pursue her passion for sustainable fashion, expressed her desire to expand the startup into recycling and local production.

Asteri, a rapidly growing makeup brand catering specifically to Arab women, was recognized for its clean, vegan products with refillable, sustainable packaging.

The brand has been certified by global nonprofit B Lab for its sustainability efforts.

Burak Cakmak, CEO of the Saudi Fashion Commission, commended the winners for their relevance to Saudi culture, environment, and lifestyle, while also introducing innovative concepts not previously seen in the region.

As part of the award, the three companies will travel to Paris for exclusive mentoring sessions with Kering’s sustainability teams.

Cakmak emphasized the growing importance of Saudi Arabia as a significant market for fashion and creativity, with immense potential for local businesses and startups.

The Saudi Fashion Commission is committed to fostering the development of sustainable fashion in the country, aligning with the broader goals of Saudi Arabia’s economic diversification plans.