Gabriela Hearst is giving its spring collection a digital identity
February 11th, 2020
by Maghan Macdowell
SAN FRANCISCO— In September, Gabriela Hearst’s Spring/Summer 2020 runway show was the first to be carbon neutral. Now, the fashion brand has become the first to announce a partnership with software platform Eon that will assign digital identities to the pieces in the collection.
When customers activate the QR codes on the labels of Hearst’s SS20 collection, they gain access to information about the garments, including the materials used, country of origin, production process, carbon footprint and the narrative behind the design. The information is linked to the product’s profile in the Eon platform, housed on a website and built on Microsoft’s cloud computing service, Azure.
Hearst says that the key motivation was to provide customers with more transparency about her clothes. “One thing is for sure — [fashion] needs transparency,” she says. To source the information Hearst wanted to share, the company spent time collecting data from mills. “Even for myself, who is passionate about the subject, it was hard to gather info.” Suppliers that were hesitant to share information were reconsidered...(Read more)