Kering Launches Craft to Support China’s Next Generation of Designers

Developed by Kering in collaboration with Shanghai Fashion Week, CRAFT brings together ten designers for a year-long program spanning China and Europe.

Kering is making a more concrete commitment to supporting up-and-coming Chinese designers through Craft, a new residency created with Shanghai Fashion Week. It’s designed to help young talent grow over the long term, showing how luxury brands are rethinking their approach to working with new design voices.

Announced in December 2025, Craft brings designers from China and Europe together for a cross-continental residency. Over eight weeks, participants will work hands-on within Kering’s network, join workshops, and learn from industry experts in Shanghai. It’s not just about design; the program covers everything it takes to build a brand now: craft, creativity, and the business side too.

To help guide the initiative, Kering has brought together an advisory board composed of influential figures across fashion, media, and business, including Gucci creative director Demna, Chinese couturier Guo Pei, editor and gallerist Carla Sozzani, writer Camille Charrière, entrepreneur Miranda Qu, and Vanity Fair European editorial director Simone Marchetti. Beyond mentorship, the board highlights the changing role of the designer today: no longer confined to the atelier in the 21st century, they are now expected to serve as communicators, marketers, entrepreneurs, and cultural voices in their own right.

The inaugural cohort comprises ten emerging designers across fashion and jewelry, chosen from a competitive pool of more than 100 applicants. Among them are Cai Jiaen of J E Cai, Hu Nan of Nan Knits, Longhong Ziwei of Soft Mountains, Qi Yueqi of Yueqi Qi, Wang Fengchen of Feng Chen Wang, Wei Donghui of Jacques Wei, Xia Rong of macro’Senses, Xu Hao of qiqi, Yu Gengyi of Midnight Opera House, alongside jewelry designer Zhong Zixin.

Although each designer is unique in identity, they’re connected with a shared passion for reimagining Chinese culture and craftsmanship for an international stage. The residency will conclude with a final presentation during Shanghai Fashion Week, where each participant will debut a project developed and shaped by their experience in the program. At its core, the initiative suggests that China is no longer simply a key market for luxury consumers but an increasingly influential force in determining the future of fashion.