CIIE Update | Kering Group Showcases All Its Brands, Forms Strategic Partnerships with Shanghai Fashion Week and CR Mixc Lifestyle

November 5, 2025 — Global luxury group Kering unveiled its full brand portfolio at the 8th China International Import Expo (CIIE). This year’s Kering Pavilion is a curated space showcasing exceptional craftsmanship and immersive experiences, reflecting the Group’s core philosophy, “Empowering Imagination“, and reaffirming its unwavering commitment to excellence, sustainability, and cultural heritage. Luxe.CO was invited to attend the opening ceremony.

Luca de Meo, CEO of Kering Group, stated:

“As a world-leading global luxury group, Kering has a long-term commitment to the Chinese market. Leveraging CIIE as a platform for mutual exchange and progress, we not only present the artisanal expertise and deep heritage of our brands while engaging with Chinese consumers, but are also committed to working closely with local partners to integrate into China’s vibrant innovation landscape, explore new growth opportunities, and contribute to the sustainable development of the luxury fashion industry.”

At Kering, creativity is the essence of legacy. Each of its brands originates from a powerful and unique creative vision that defines beauty and fashion while shaping the future of luxury. Marking its seventh consecutive appearance at the CIIE, this year’s Kering Pavilion builds upon the theme “Empowering Imagination”, weaving together craftsmanship, sustainability, and innovation to highlight the Group’s enduring creative vitality.

The exhibition space was designed by the renowned architecture firm Gensler, drawing inspiration from nature to strike a subtle balance between openness and tranquility. Curved walls define distinct brand spaces, while open-plan displays and fluid paneling together create a multi-dimensional landscape celebrating artisanal savoir-faire and sensory engagement.

At the opening ceremony of the Kering Pavilion, the Group signed a strategic memorandum of understanding with Shanghai Fashion Week, officially launching the Kering CRAFT Program: A Creative Residency for Artisanship, Fashion and Technology. This milestone initiative reflects Kering’s strong commitment to engaging deeply in China’s fashion and creative industries and advancing sustainable long-term development.

With a cross-disciplinary, cross-brand, and cross-cultural vision, this first-of-its-kind program integrates the luxury industry’s focus on craftsmanship, creativity, and innovation. It aims to spotlight, accelerate, and empower the next generation of creative talent in China. By fostering in-depth dialogue and exchange between China and Europe across design, artisanship, innovation, and future business models, the program underlines Kering’s long-term vision of co-creating new opportunities with the global industry.

Full Brand Lineup Unveils Latest Creations Through Immersive Showcase

At the Kering Pavilion, the Group’s entire portfolio of luxury brands came together to present a fusion of exquisite craftsmanship and deep-rooted expertise. Participating brands included Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen, Brioni, Boucheron, Pomellato, Qeelin, Ginori 1735, Kering Eyewear, as well as fragrance brands under Kering Beauté.

Key Highlights of the Pavilion:

Gucci presented a rare collection of archival silk scarves from the 1950s to the 1990s, offering a retrospective on the evolution of its silk artistry. Artists Cai Yu and Currynew were invited to host painting workshops and share their creative inspiration, reinterpreting classic scarf patterns with vibrant color and imagination, turning the booth into a lively, interactive experience.

Balenciaga launched its latest fragrance collection for the first time in Asia (Asia-Pacific region) at the CIIE.

Bottega Veneta also unveiled its fragrance line at the Expo for the first time.

McQueen showcased a custom couture gown that debuted at the 2024 Met Gala, now on public view for the first time globally at the CIIE.

Kering’s Digital Innovation division offered a multisensory, personalized exhibition journey by blending technology with storytelling. Visitors could begin with an “AR Signature Moment,” followed by an “AR Treasure Map” to explore iconic pieces in a hybrid digital-physical pavilion that merges technology and aesthetics into a uniquely artistic cloud-based experience.

Deepening Commitment to Arts, Culture, and Sustainability

Alongside the discovery of luxury craftsmanship, the Pavilion also showcased the Group’s latest initiatives in arts, culture, and sustainable development. As an official co-creation partner of the 27th Shanghai International Film Festival, Kering celebrated the 10th anniversary of its “Women In Motion“ initiative by co-hosting the Golden Goblet Forum: Women In Motion Theme Forum, and launching a dedicated special screening section to honor the creativity of women in film, both behind and in front of the camera.

In support of Kering’s new global water stewardship strategy, the 4th Kering Generation Award China spotlighted the theme of “Driving Positive Water Impact”, recognizing and supporting Chinese startups and technological solutions with transformative potential, and exploring innovative water conservation and management practices across the full luxury value chain.

Sustainability was also embedded into the exhibition design itself. Around 50% of the booth’s construction materials were reused modular components from Kering’s pavilion at the previous (7th) CIIE, including walls, counters, and brand signage—demonstrating circularity through material reuse and sustainable building practices.

Notably, PEELSPHERE, the first-prize winner of the 2nd Kering Generation Award China, supplied a fully plant-based leather alternative used in parts of the booth’s furnishings, showcasing its potential as a sustainable replacement for traditional leather.

Additionally, Kering deepened its local collaborations by forming strategic alliances aimed at driving more sustainable retail models. During the CIIE, the Group signed a strategic memorandum of understanding with CR Mixc Lifestyle, establishing a long-term partnership. Through a joint Sustainability Strategy Cooperation Plan, low-carbon store pilots, and advocacy for sustainable lifestyles, the initiative aligns with China’s “Dual Carbon” targets and green building standards, enhancing Kering’s sustainability efforts across its stores located in CR Mixc Lifestyle’s shopping centers in the Chinese Mainland.

The project will also receive full-cycle technical support from Tsinghua University, ensuring innovative and professional execution across design, construction, renovation, and operations.

Brand Showcase Details

GUCCI – The Art of the Scarf

Signature Theme: Flora Silk Scarf

The Gucci exhibition space centered around the brand’s iconic Flora motif, with a periwinkle blue color palette tying together lush floral visuals across the carpets and walls. Archival scarves from the 1950s–1990s were presented, tracing the evolution of Gucci’s silk artistry—from nautical and equestrian themes to poetic floral and animal worlds.

At the heart of the display were ten carefully selected archival pieces, including original design sketches and silk scarves representing different facets of Gucci’s design language. Many of these works reflect the whimsical illustrations of Vittorio Accornero, who defined the golden age of Gucci’s silk craftsmanship.

Created in 1966 to honor Princess Grace of Monaco, the Flora silk scarf remains one of Gucci’s most iconic designs. Commissioned by Rodolfo Gucci, the scarf was completed by Vittorio Accornero de Testa in just one week. Comprising 27 types of flowers alongside berries, butterflies, and insects, the scarf used 37 unique colors—each applied through individual dyeing processes. The design quickly gained popularity and inspired Gucci’s first silk dress in 1969. Successive creative directors have continued to reinterpret the Flora motif, breathing new life into its enduring charm.

SAINT LAURENT – Rugged Textures Meet Refined Details

Signature Piece: Saint Laurent Women’s Winter 2025 Collection

The Saint Laurent area embodied Creative Director Anthony Vaccarello’s vision through contrasting elements—rugged textures alongside refined details across a spacious, raw yet elegant architectural environment. Sleek marble display pedestals showcased the sophistication of the collection.

The Women’s Winter 2025 collection adhered to a minimalist philosophy of precise tailoring, staying true to the French maison’s founding principles. Eschewing excess embellishments and dramatic padding, the collection emphasized premium fabrics and sharp silhouettes to reflect Saint Laurent’s signature taste. Pure shapes and structured volumes underscored exceptional craftsmanship, while ultra-pointed stilettos balanced the minimalism with a statement of feminine strength.

BOTTEGA VENETA – 50 Years of the Intrecciato Weave

Signature Pieces: Large Fringed Intreccio Cabat Tote; Woven Basket Bag

Bottega Veneta presented four handbags, each showcasing a distinct evolution of its signature Intrecciato leather weaving technique, first introduced in 1975.

The Cabat tote, which debuted in Spring 2002, is emblematic of Bottega Veneta’s artisanal ethos. The model presented at CIIE featured the updated Intreccio technique, where double-faced leather strips are handwoven over wooden molds—departing from the original method of weaving strips onto a leather base. The large fringed version highlighted a raw-edge finish, making each piece uniquely one-of-a-kind.

The woven basket bag, from Creative Director Louise Trotter’s Summer 2026 collection, merged the house’s weaving heritage with tapestry techniques. Constructed entirely by hand using a custom mold, the bag achieved a rich, voluminous texture and unique color blending. Each bag required 13 days of dedicated handcrafting.

BALENCIAGA – Debut of Summer 2026 Collection

Signature Items: Look 3 from the Summer 2026 Collection; Le City First Handbag

Balenciaga’s booth featured a wraparound display of key pieces from Creative Director Pierpaolo Piccioli’s first ready-to-wear collection for the house. A central screen played the “Heartbeat” themed Summer 2026 show, which was held at Kering’s Paris headquarters during Fashion Week. A dedicated Apple Vision Pro headset allowed visitors to experience the show from a front-row, immersive perspective.

Look 3 from the Summer 2026 collection was a highlight. It featured a cropped Sack Dress silhouette, styled as a top, paired with ivory dense-tech wool slim pants and white smooth nappa Duchesse heels. The look paid homage to Cristóbal Balenciaga’s legendary couture Sack Dress, reimagined with bold proportions for the contemporary wardrobe.

On display at the brand’s standalone booth was the black Le City First handbag, also part of Piccioli’s debut collection. Unveiled on October 4, 2025, during the Paris show at Kering’s headquarters, the bag embodies a fusion of past creative directors’ design legacies and Balenciaga’s current spirit. It stands as a living symbol of the brand’s dialogue across time—marrying practicality with refined allure and evolving as a key storytelling piece in the Balenciaga universe.

McQUEEN: A Poetic Dialogue with Nature Through Timeless Embroidery

Signature Pieces:
– Custom gown for Lana Del Rey at the 2024 Met Gala
– Look 42 from the Spring/Summer 2025 Collection

The art of embroidery lies at the heart of McQueen’s heritage. Since founder Lee Alexander McQueen’s earliest collections, intricate nature-inspired motifs have defined the brand’s aesthetic. The hawthorn branch motif, in particular, can be traced back to the Spring/Summer 1996 collection “The Hunger”, drawing inspiration from native British hawthorn trees to express the vibrancy of nature through threadwork.

Creative Director Seán McGirr designed a bespoke gown for Lana Del Rey for the 2024 Met Gala. The corset-style dress, crafted from layered double silk georgette and tulle, was adorned with winding hawthorn branches rendered in hammered bronze and gold and silver threads. Inspired by the texture and form of Alberto Giacometti’s sculptures, the design bloomed with a contemporary poetic elegance.

This embroidery motif continued into the Spring/Summer 2025 collection, where black beaded embroidery, sequins, and dense threadwork were delicately layered on sheer black tulle, overlaid with cascades of shredded gauze to create a dreamlike, ethereal effect. One highlight was a complex folklore-inspired motif embellishing precisely tailored silhouettes, inspired by the banshee, a mythical nature spirit from folk legend, forming the narrative core of the collection. The pattern, shaped like moonflowers, was brought to life using glass stones, metallic threads, and silver-gold embroidery.

BRIONI: A Legacy of Italian Sartorial Excellence

Signature Pieces:
– Plume Jacket
– Jardigan Cardigan-Jacket

The Brioni showcase embodied the house’s core values: premium fabrics, exceptional lightness, masterful craftsmanship, and timeless elegance. Five exquisitely crafted pieces captured the essence of the brand, offering a contemporary interpretation of Brioni’s 80-year heritage, where every detail reflected the finesse of Italian tailoring.

The Plume jacket represents Brioni’s pinnacle of lightness and craftsmanship. With a relaxed cut and unstructured construction, hand-stitched details ensure freedom of movement without sacrificing timeless sophistication. Crafted from exceptional fabrics with a minimalist design, the jacket seamlessly transitions between formal occasions and refined leisure, embodying the modern gentleman’s ease and style.

The Jardigan, first introduced in 1955, is a Brioni original that redefines elegance with an innovative spirit, combining the tailored structure of a jacket with the comfort of a cardigan. It features a collarless, unlined construction, signature horn buttons, classic cuffs, hidden chest pocket, and a double-vent back with subtle brand detailing. Merging lightness with meticulous craftsmanship, it offers effortless elegance for casual settings and embodies the perfect balance of comfort and style.

BOUCHERON: The Question Mark Necklace – A Timeless Icon of Innovation

Signature Pieces:
– Lierre de Paris Question Mark Necklace
– Flèche du Temps Question Mark Necklace

In 1879, Frédéric Boucheron broke with convention by creating a necklace with no clasp, allowing women to adorn themselves with a simple twist. This asymmetric design, named the Question Mark necklace, was revolutionary at the time and has since become a symbol of the Maison’s stylistic identity. At this year’s CIIE, Boucheron presented four exquisite interpretations of this classic: Lierre de Paris, Flèche du Temps, Feuilles d’Acanthe, and Fougère.

The original necklace, inspired by ivy vines and set with thousands of diamonds, remains one of Boucheron’s most iconic pieces. In this reinterpretation, the lifelike ivy leaves, crafted in emerald and rhodium-plated white gold, shimmer with vitality, thanks to a historical trembling technique dating back to the 19th century. This makes the leaves quiver subtly with the wearer’s movements, as if truly alive.

The arrow motif, first seen in Boucheron’s design sketches in 1873, is one of the Maison’s most emblematic symbols. Rich in meaning, it evokes themes of love and strength—whether as Cupid’s messenger or the hunter’s weapon. The Flèche du Temps necklace captures the sharp precision and minimalist contour of an arrow, combining sleek modernity with sculptural elegance in a compelling blend of power and refinement.

POMELLATO: Milanese Goldsmithing Meets Bold Creative Design

Signature Pieces:
– Castello Necklace from the Ode to Milan High Jewelry Collection
– Nudo Cascade Necklace from the La Gioia High Jewelry Collection

Pomellato’s CIIE booth drew inspiration from the brand’s signature chain motifs and sensual gold curves, offering a compelling expression of its dual identity: traditional Milanese craftsmanship fused with daring contemporary design. The spatial lines of the booth flowed like jewelry on the skin—elegant, fluid, and self-assured.

The Castello necklace, inspired by Milan’s iconic Sforza Castle, recreated the castle’s neo-medieval façade with sculptural rose gold forms. Its architectural lines were built from diamond-set American-style links, featuring over 28 carats of step-cut, princess-cut, and round diamonds, alongside five reverse-set rubellites totaling 29 carats—a perfect union of architecture and high jewelry artistry.

Color equals freedom, and freedom breeds creativity—this is Pomellato’s design DNA. Launched in 2001, the Nudo collection redefined everyday jewelry with its minimalist form and vibrant stones. The Nudo Cascade necklace, from the La Gioia high jewelry line, captured cascading light with Pomellato’s signature “nude setting” technique. The double-sided cut enhanced brilliance, with a symphony of peridots, white topazes, and tsavorites creating a radiant waterfall of color and light.

QEELIN: A Playful Fusion of Eastern Tradition and Contemporary Aesthetics

Signature Pieces:
– Wulu Diamond Lotus High Jewelry Collection
– Wulu Shanshui High Jewelry Collection

Qeelin’s booth echoed the brand’s vision of reinterpreting Chinese cultural heritage through modern design. The exhibition space blended traditional Chinese elements with contemporary aesthetics, honoring the Maison’s fusion of East and West.

The Wulu Diamond Lotus collection reimagines the purity of the lotus flower with Qeelin’s custom-cut gourd-shaped diamonds, symbolizing the lotus’ rise from mud unsullied. Crafted in 18K white and rose gold, set with diamonds and pink sapphires, the pieces radiated the soft gradients of Chinese ink painting and a feminine allure. A highlight was the custom-cut gourd diamond, each about one carat, developed over ten years, adding a shimmering vibrancy to the petals. One standout necklace gently traced the neckline, elegantly enhancing the décolletage and underscoring the brand’s journey into the intersection of innovation and natural beauty.

The Wulu Shanshui collection drew from Zen concepts such as “a flower as a world, a tree as enlightenment,” using traditional Chinese openwork techniques to depict tranquil mountain and forest scenes. Crafted from 18K rose gold, emeralds, and diamonds, the necklace featured pine trees and mountains as symbols of resilience and longevity. Oval-cut emeralds outlined pine branches, evoking peaceful serenity. This series distilled the grandeur of Chinese landscapes into poetic jewelry forms, offering a whimsical and romantic chapter in Qeelin’s creative evolution.

KERING EYEWEAR

Signature Pieces:
– Lindberg Limited Edition in Precious Metal
– MAUI JIM HO’OKIPA ULTRA G MJ0337SA-003

Kering Eyewear showcased 14 eyewear models from seven of its brands: Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen, Maui Jim, and Lindberg.

Lindberg continues to view luxury eyewear as wearable art. Its new Year of the Horse limited edition design draws inspiration from the shape of stirrups, honoring the equestrian spirit of strength, freedom, and excellence. Just as stirrups empower riders, these frames symbolize an elevated pursuit of vision. Each pair is handcrafted in 18K gold, merging traditional jewelry techniques with cutting-edge technology. The temples feature stirrup-shaped details that echo the dynamic form of galloping horses, with every contour finely polished to a mirror-like finish.

Beyond function, the stirrup is a metaphor for balance and courage—serving as a talismanic reminder that true vision demands both grounding and fearless ambition.

The HO’OKIPA ULTRA G model by Maui Jim, inspired by the brand’s classic Ho’okipa frame, is purpose-built for golf and outdoor sports. It incorporates PolarizedPlus2 lens technology to eliminate glare, enhance contrast and object definition, and improve depth perception—making greens appear more detailed. The photochromic lenses adapt to changing light, offering all-day visual comfort.

GINORI 1735: A Journey Through the World of Ginori

Signature Pieces:
– Oriente Italiano Collection
– Giardino dell’Iris Vase

Everything begins with porcelain as pure as platinum—an immaculate canvas for fresh creative expression. From the crisp white Antico Doccia base to the vibrant hues of the Oriente Italiano line, Ginori 1735’s craftsmanship is evident across an array of products, including vases, cake stands, teapots, plates, teacups, and coffee sets. The journey culminates in the Giardino dell’Iris vase, shown in an “unfinished” state to symbolize the brand’s ever-evolving creative spirit.

The Oriente Italiano collection pays tribute to porcelain craftsmanship, blending tradition with innovation to showcase Italy’s creative energy and artistic flair. Its signature “a Garofano” carnation motif—rooted in Oriental aesthetics and the Faenza ceramic tradition—comes alive through bold colors and gold accents, breathing new vitality into a timeless design.

The Giardino dell’Iris vase celebrates Florence’s botanical legacy, drawing inspiration from the iris garden at Piazzale Michelangelo. The hand-painted iris motifs are reminiscent of the etched and watercolor illustrations by Maria Sibylla Merian. With vibrant colors and precious metal detailing, the vase embodies over 300 years of craftsmanship, uniting nature, art, and technique in a refined masterpiece.

KERING BEAUTÉ – Bottega Veneta Fragrances: Scented Art Beyond the Weave

Signature Piece:
– COME WITH ME Eau de Parfum

Making its debut at the CIIE, Bottega Veneta’s fragrance collection draws inspiration from the allure of Venice, the brand’s birthplace, and the iconic Intrecciato weaving technique. Comprising eight fragrances, the line acts as a sensory bridge between East and West, North and South, blending natural ingredients from around the globe into evocative, story-rich scents.

COME WITH ME Eau de Parfum delicately combines the fresh elegance of Italian bergamot with the powdery softness of French iris butter, creating a violet-tinged fragrance that whispers across the senses. Notes of artichoke, vetiver, and vanilla linger softly, evoking an intimate, soothing atmosphere—like a quiet conversation for the body and soul.

KERING BEAUTÉ – Balenciaga Fragrances: A Manifestation of Avant-Garde Aesthetics

Signature Piece:
– Le Dix Eau de Parfum (Asia-Pacific Launch)

As a key component of Kering Beauté, Balenciaga’s fragrance collection made its debut in China, standing out with its bold avant-garde identity. The line draws on the olfactory legacy crafted by Cristóbal Balenciaga, the Spanish haute couture pioneer who founded the Maison in 1917 and famously blurred the lines between fashion and sculpture.

Le Dix Eau de Parfum pays homage to Balenciaga’s very first fragrance, created in 1947. Widely referred to as an “olfactory time capsule,” the scent is named after 10 Avenue George V, the original home of the Maison’s couture salon, ateliers, and perfumery—still the venue for its couture presentations today.

This modern reinterpretation of Le Dix combines pure iris butter with reimagined aldehyde molecules, striking a balance between past and future. Layered with violet leaf extract and incense oil, the fragrance captures an elegant, timeless essence. Rather than replicating the past, it opens a new chapter—a sensory bridge between history and modernity.

KERING BEAUTÉ – CREED: A Heritage of Craftsmanship and Legacy

Signature Pieces:
– Silver Mountain Water
– Aventus

Founded in 1760, Creed is a British luxury fragrance house renowned for its centuries-old artisanal blending techniques, use of the finest natural ingredients, and its legendary clientele among Europe’s royal courts. Each fragrance is hand-blended, embodying over 260 years of craftsmanship and individuality.

Silver Mountain Water is one of Creed’s most celebrated creations. With crisp notes of bergamot and tea, it delivers a cool, fresh scent reminiscent of alpine streams. It evokes the serenity of mountain air, providing a clean, tranquil olfactory experience. Understated yet distinguished, the scent enhances the wearer’s presence with quiet confidence.

Aventus opens with vibrant notes of lemon, bergamot, and blackcurrant, creating an energizing citrus bouquet. The heart unveils a blend of juicy pineapple and deep patchouli, offering a rich and balanced character. Its base of smoky birch, dry cedarwood, and warm musk unfolds with enduring warmth. Structured, layered, and expressive, Aventus is a celebration of inner strength, charisma, and modern masculinity.

| Source: Official Press Release
| Image Credit: Official Press Release
| Editor: Elisa