Editor’s Note
Kering’s new video series, “Creativity is our Legacy,” offers a rare glimpse into the archives and founding stories of its iconic houses. This strategic move highlights how heritage and narrative are becoming central pillars in the luxury sector’s engagement with a modern audience.
The luxury group Kering is reinforcing its heritage strategy with the release of a series of short videos unveiling the founding stories and creative forces that have shaped its iconic houses, from ready-to-wear to jewelry.
With “Creativity is our Legacy”, Kering opens the backstage of its houses to the general public. This series of short videos – each less than two minutes long – revisits the origins, archives, and founding moments of Gucci, Saint Laurent, Balenciaga, Bottega Veneta, Alexander McQueen, Brioni, Boucheron, Pomellato, Qeelin, and Ginori 1735. Each film offers privileged access to the workshops, historical voices, and images that have shaped the identity of these houses, which have become references in both fashion and culture.
For each episode, Kering showcases the craftsmanship, innovations, and figures that have defined these creative legacies. Between exceptional craftsmanship, innovative techniques, and rare archives, the series invites the public to rediscover the bold vision that allowed these houses to establish themselves in the fashion landscape. It also highlights the importance of a constant dialogue between heritage and modernity, central to the group’s strategy.
Named in homage to the group’s signature phrase, “Creativity is our Legacy” confirms Kering’s positioning as an actor committed to the transmission and preservation of craftsmanship, in a short format designed to be shared and accessible. These videos testify to the group’s desire to strengthen its cultural image and create a more direct proximity with the public, particularly new generations sensitive to the stories and values of the houses.
This celebration of its heritage comes as Kering operates in a demanding economic context. In 2024, the group recorded revenue of 17.19 billion euros, down 12% from the previous year. The first-half 2025 results confirm this trend, with revenue at 7.587 billion euros, down 16%. This tension between financial performance and heritage ambition underscores the fact that Kering must continue to bring its creative legacy to life while preserving its financial strength.