Ahluwalia’s latest collection is blurring the boundaries between the physical and the digital, converging the worlds of technology and fashion. Connected by Eon’s technology, powered by Microsoft’s cloud platform, Azure, Ahluwalia’s Autumn Winter 23 collection, Symphony, will feature Digital ID tags that customers can scan using their smartphones to find out detailed information about each garment. The technology offers customers greater insight into the inspiration behind the collection, how each item was made, guidance on how to take care of their clothes, enabling greater transparency into Ahluwalia’s production process and supporting circularity. First seen on the catwalk at London Fashion Week in February 2023, the high-tech smart garments will be available to buy from July 2023 from Ahluwalia.World.
“We want you to connect with the story of each item of clothing we create and become a part of its journey,” says Priya Ahluwalia, Designer and Founder of Ahluwalia, “We create clothes that are meant to be cherished and stand the test of time. Each piece tells a unique story that draws inspiration from the rich tapestry of art, literature, music and culture. With the help of Eon and Microsoft we’re now able to share that story with the world. Being environmentally and socially conscious is something that is very important to us, we want people to engage with the history of each garment, how it was made, where it has come from and, when they’re finished enjoying the piece, to be able to give it a new life.”
The collection’s labels use Eon’s product cloud technology, powered by Microsoft Azure, via a unique digital identifier which acts like a unique digital fingerprint for each garment. Like traditional clothes labels, the Digital ID tag displays the unique design story behind each piece as well as following its journey through the supply chain to sale and recycling.