Ahluwalia | Case Study | Digital IDs powered by EON

Ahluwalia’s Autumn Winter 23 collection, Symphony, draws inspiration from the rich tapestry of art, literature, music, and culture. To bring that unique story to life, Ahluwalia partnered with EON and Microsoft to blur the boundaries between the physical and the digital, embedding Digital IDs within each garment. Through this technology, all the creativity and attention-to-detail behind each garment can live with the item forever.

Transparency from creation to closet

The Symphony collection captures the colorful soundtrack to designer Priya Ahluwalia’s early life, reflecting the diversity of culture and heritage behind each piece.

Each garment within the collection features a QR Code label that can be scanned by customers to discover this story for themselves.

Upon scanning, customers reveal the creative process behind their garment, as well as a digital passport logging everywhere the item has been and the fabrics and materials used.

Bringing new life to pre-loved pieces

Customers can also trade in their cherished garments for points towards a future purchase. The Circulate program, powered by Microsoft, is an innovative textile recycling program that gives unwanted pieces a second life.

Now all the creativity, inspiration and attention-to-detail behind each garment can live with the item forever – from the songs that inspired the designer to how to care for it.