In a time where customers are demanding transparency, sustainability, and circularity –  the traditional label no longer provides adequate space to communicate the rich and compelling narrative of pioneering brands like Gabriela Hearst, who champion ethical and sustainable practices across the supply chain.

QR codes stitched on Gabriela Hearst's full collection create a new and ongoing connection with the customer, and bring intelligence and transparency to the garment journey –  from material, manufacture, purchase, customer and beyond.

“Our type of client is not the type that buys and resells and puts the product to rent. She probably will have a piece and give it to a friend or her children. We work to be so desirable that they are a hand-me-down, so the most powerful tool for us is to understand how this fibre got made and how long it had to travel.”

- Gabriela Hearst

Althea Camisole Dress

Customers simply point their smartphone camera at the code on the label, accessing information about the product, its provenance and materials, and the unique story behind the design and production process.

All Projects