Chloé, a renowned French luxury brand, has introduced an innovative digital ID system with its Spring-Summer 2023 collection. This groundbreaking initiative, known as Chloé Vertical, aims to revolutionize the fashion resale industry by providing unparalleled transparency and access to the origins of pre-loved pieces.
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The digital ID system features scannable labels that can be read using a smartphone. By scanning the QR code on their garment, users can trace the item's journey from the beginning of its manufacture to the end result. This technology not only guarantees the authenticity of Chloé products but also provides detailed care and repair information to help consumers extend the lifespan of their items.
In collaboration with Vestiaire Collective, Chloé has developed a dedicated platform for those who wish to sell their items in the future. The digital ID includes an ownership certificate, which allows direct resale through the pre-loved marketplace Vestiaire Collective, streamlining the resale process and enabling full circularity.
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Chloé's commitment to reducing its environmental impact is evident in its goal to roll out digital IDs on all its products by 2025. The brand has also launched a year-long exclusive pilot project with Vestiaire Collective in the US, Europe, and the UK, aiming to develop a circular business model and extend the lifespan of its products.
The Chloé Vertical project is powered by EON and uses 100% traceable materials for its bags, shoes, and ready-to-wear items. The leather used in the Vertical items is sourced from French farms and tanned by the French tannery Haas, while the linen is supplied by farming cooperative Terre de Lin from Normandy. The silk used in the range is Global Organic Textile Standard (GOTS) certified, and the wool is sourced from Gabriela Hearst's family ranch in Uruguay before being spun and woven in Italy.
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Customers who choose to resell their Chloé items have three exchange options: accepting a voucher redeemable at Chloé online or in-store, receiving a Vestiaire Collective voucher, or making a charitable donation to UNICEF's gender equality initiatives.
Chloé's digital ID system marks a new chapter of transparency for the luxury fashion industry, enabling customers to make informed decisions about the traceability, authenticity, and circularity of their purchases. As the brand continues to expand this initiative, it sets a precedent for other fashion houses to follow suit and adopt similar principles throughout the industry.
