Ahluwalia, the sustainability-focused fashion brand, recently announced a partnership with Microsoft and AEON to reveal ‘the untold stories of garments from creativity to production through Digital ID technology.’
The brand’s Symphony Unlocked effort, which ‘tells the story of’ Ahluwalia’s AW23 Symphony line using digital ID technology, has been unveiled. The technology was ‘created and connected’ using the Microsoft Azure-powered AEON Product Cloud platform, which is ‘software for creating, connecting, and capitalising on digital ID tech.’
Customers of Ahluwalia may, in practise, ‘discover their item’s unique story, including the design inspiration, production processes, and the origins of the sourced materials’ by scanning a QR code.
The collection has these QR codes on the care labels, and when they are scanned, they detail and display each item’s story ‘across the elements of the products lifecycle, from the fibre used to the design story.’ The collection launches on the Ahluwalia website this month.
This technology ‘offers customers greater insight into the inspiration behind the collection, how each garment was made, and guidance on how to take care of their clothes’ Customers may track a garment’s progress through the supply chain from manufacturing to retail.
According to the business, it ‘blurs the lines between the physical and the digital, bringing the worlds of technology and fashion together.’
“We want people to connect with the story of each item of clothing we create and become a part of its journey,” said designer Priya Ahluwalia.
