Driving circularity and transparency in the luxury fashion industry with Digital ID

As part of the HRH The Prince of Wales’ Sustainable Markets Initiative, EON partnered with leaders from global luxury brands to rollout Digital IDs across all their products by 2025

The Problem

The current system for commerce is flawed: brands need to produce more products and materials to grow, but this comes at a cost to our natural resources. We produce trillions of items every year – they’re rarely reused, and most end up as waste. To accelerate our transition to a more sustainable future, we need a way to align business and environmental incentives to create opportunities for the industry.


Until now, stakeholders throughout the supply chain have been working in silos and have lacked a unified commitment that can leverage technology like Digital ID which can deliver circularity, transparency, connectivity and sustainability at scale.

“The fashion industry is one of the biggest polluters on the planet and so if we are to tackle climate change, we need to make clothing production much more sustainable. To do this correctly, we need cross-industry collaboration that goes beyond borders and brands. That is why I am so pleased that some of the world’s top fashion businesses have joined forces to transform the industry and work to ensure our fashion choices don’t cost us the planet.”

HRH The Prince of Wales

The Solution

So how do we shift the paradigm? The Sustainable Markets Initiative, developed by HRH The Prince of Wales, aims to change our planet’s trajectory by bringing together collaborators across industries and pairing them with bold ideas. Its Fashion Taskforce includes leaders from across the global fashion, luxury and textile sectors, working together to ensure commerce operates in a way that protects people and the planet. The Taskforce chose to work on an idea they believe will have the most transformative effect’s on fashion’s future: Digital ID. Under the leadership of EON’s Founder and CEO, Natasha Franck, brands in the Taskforce will introduce Digital IDs across all their products by 2025. This Digital ID system is designed to inform consumers of the sustainability credentials of their garments, and future-proof their products for circular business models such as resale, rental and recycling.

Chloe AW21 001.jpg
3. post.png

Garments with Digital IDs feature an interactive label that can be scanned by customers to access information about its origins, sustainability, along with after-sale services such as care and repair, resale and recycling.

Members of the Fashion Taskforce

Federico Marchetti
FOUNDER, YOOX NET-A-PORTER-GROUP

Thierry Andretta
CEO, MULBERRY

Simon Cotton
CEO, JOHNSTONS OF ELGIN

Gabriele Maggio
CEO, STELLA MCCARTNEY

Lauren Santo Domingo
CO-FOUNDER, MODA OPERANDI

Natasha Franck
FOUNDER AND CEO, EON

Riccardo Bellini
PRESIDENT AND CEO, CHLOÉ

Marco Gobbetti
CEO, BURBERRY

Giuseppe Marsocci
DEPUTY MD, GIORGIO ARMANI

David Schneider
CO-CEO, ZALANDO

Mohammed Alabbar
FOUNDER, EMAAR PROPERTIES, NOON.COM

Maximillian Bittner
CEO, VESTIAIRE COLLECTIVE

Gabriela Hearst
FOUNDER, GABRIELA HEARST

Anne Pitcher
CEO, SELFRIDGES

Riccardo Stefanelli
CEO, BRUNELLO CUCINELLI

Action

The Fashion Taskforce has announced its next focus: a progressive shift towards a circular bio-based industry.

Its new Regenerative Fashion Manifesto explores how a common approach to regenerative farming practices can represent a concrete solution to reduce emissions. In signing up to the Manifesto, the Fashion Taskforce members are committing their brands — which are amongst the biggest names in the fashion industry — to a progressive shift towards Regenerative Fashion using newly created or restored regenerative landscapes as the basis for circular bio-economy value chains.

Download the manifesto here.

Learnings & Results

With commitments to Digital ID announced in October 2021, we look forward to sharing our learnings and results with you over the next few months as the impact of Digital ID takes hold of the fashion industry. 

 

To stay up to date with the latest developments on our work with the Sustainable Markets Initiative Fashion Taskforce, subscribe here.

Related Articles

RUSHES.00_21_20_18.Imagen fija010.jpg
NEWS
10-31-2021
THE TELEGRAPH

World’s leading luxury players commit to digital fashion tag as part of HRH The Prince of Wales Sustainable Markets Initiative Fashion Taskforce

RUSHES.00_21_20_18.Imagen fija010.jpg
PRESS RELEASES
10-31-2021
EON

HRH The Prince of Wales’ SMI Fashion Taskforce commits to Digital ID

RUSHES.00_21_20_18.Imagen fija010.jpg
NEWS
10-31-2021
WWD

Sustainable Markets Initiative Fashion Taskforce launches Digital ID