Ahluwalia, a brand known for its focus on sustainability, has joined forces with Microsoft and EON to introduce digital ID technology in its latest collection. This initiative, known as Symphony Unlocked, aims to share the behind-the-scenes story of Ahluwalia’s AW23 collection by incorporating digital ID technology. The brand has utilized the EON Product Cloud platform, which is powered by Microsoft Azure, to create and connect digital IDs.
To provide customers with a deeper understanding of their garments, Ahluwalia has incorporated QR codes on the care labels of each item. By scanning these QR codes, customers can uncover the unique story behind their garments, including details about the design inspiration, production processes, and origins of the materials used. This technology not only enhances the customer experience but also provides guidance on how to care for the clothes. Additionally, customers can track the journey of each garment through the supply chain, right up to the point of sale.
Ahluwalia believes that the integration of physical and digital realms bridges the gap between technology and fashion. The brand’s ultimate goal is to connect customers with the story behind each garment, making them feel like a part of its journey. Designer Priya Ahluwalia emphasizes that their creations are meant to be treasured and last over time, with each piece telling a unique story inspired by art, literature, music, and culture. By sharing these stories, Ahluwalia aims to engage customers and promote environmental and social consciousness. They hope that when customers are finished with a garment, they will be encouraged to give it a new life.
In addition to providing information about the garments, the use of digital IDs allows brands to build stronger relationships with their customers. Natasha Franck, the founder and CEO of EON, highlights that the story does not end at checkout. Digital IDs enable brands to offer greater transparency, service, and customer value. Customers now have easy access to a wealth of information, such as the item’s history, production details, and suggestions for repurposing. Franck believes that this technology is essential for unlocking a truly circular economy.
Ahluwalia’s Symphony Unlocked initiative exemplifies the increasing significance of digital IDs in the fashion industry, particularly among sustainable brands. As consumers become more mindful of the origins and production processes of their clothing, digital IDs provide a solution for promoting transparency and enabling conscious consumption. With the partnership of Microsoft and EON, Ahluwalia stands at the forefront of integrating technology and fashion, ultimately enhancing the customer experience and contributing to a more sustainable future.
For more information on Ahluwalia’s Symphony Unlocked initiative, please visit their official website. To learn more about the EON Product Cloud platform and Microsoft Azure, you can visit their respective websites.
