**LONDON — **Doubling down on its commitment to China’s fashion and creative industries, French luxury group Kering on Wednesday signed a memorandum of understanding with Shanghai Fashion Week to launch Kering CRAFT, which stands for Creative Residency for Artisanship, Fashion and Technology.

The new initiative was disclosed during the unveiling ceremony of the Kering Pavilion at the eighth China International Import Expo in Shanghai.

Billed as an industry first, the initiative is designed to spotlight, accelerate and elevate the next generation of Chinese creative talent, and to foster dialogue and exchange between China and Europe in design, craftsmanship, innovation and future business models.

Kering said the partnership reflects its long-term commitment to shared prosperity and sustainable growth across the global fashion ecosystem.

“China is one of the world’s most dynamic innovation hubs, impressing with its remarkable creativity and speed. This vibrant creative energy perfectly aligns with Kering’s vision,” said Luca de Meo, chief executive officer of Kering, who is currently in Shanghai for the high-profile expo.

“As we partner with Shanghai Fashion Week in this groundbreaking initiative, we are honored to play an active role in fostering international exchange in business, culture and innovation,” he added.

Ji Shengjun, director of Shanghai Fashion Week Organizing Committee, said, by working with Kering, Shanghai Fashion Week aims to “build a platform that empowers local designers to engage globally, spark creativity and strengthen brand-building capabilities — expanding the fashion ecosystem.”

It’s understood that the Residency program will identify promising Chinese designers through a rigorous selection process led by an international jury of industry leaders and experts, in collaboration with the Shanghai Fashion Designers Association, which is now led by the highly revered figure Lv Xiaolei. For the past 10-plus years, Lv has been responsible for repositioning Shanghai Fashion Week as a key industry event and a major trade and ordering platform in Asia.

Selected talents will participate in a residency program curated by Kering spanning Milan, Paris and Shanghai. The experience will combine artisanship, design and business insights with dialogue around creativity, craftsmanship and the future of luxury.

The goal of the initiative is to empower Chinese designers to build strong brands and business capabilities, fostering the emergence of local Chinese houses with the potential to scale globally and create synergies with brands under Kering.

Additionally, the program aims to amplify the global influence of Shanghai Fashion Week, by facilitating exchanges between international creative communities.

“Through investment in talent, innovation and the future, Kering is committed to nurturing the next generation of Chinese fashion leaders, making a lasting impact on both the Chinese and global fashion landscapes,” said the parent company of Gucci, Balenciaga, Bottega Veneta and Saint Laurent.