How Fashion Can Use Digital IDs | The Business of Fashion

Natasha Franck, founder of digital ID-maker Eon, and Imaginary Ventures’ Natalie Massenet discuss what giving every garment a digital identity could do for fashion.

Once a brand sells a product, it loses all connection to its customer. In an effort to integrate digital initiatives with products’ physical lives, a flock of start-ups and fashion power brokers want every item of clothing, watch or handbag to have a digital twin, meaning, QR code-enabled garments that lead to webpages packed with information like what materials were used to make the item, and how to style it. It's a concept that is well-established in the automobile industry and a few other sectors, but has yet to gain traction in fashion. Proponents believe it could unlock enormous potential for consumers and brands.

“It's moving from this very transactional relationship that brands have with customers into this service-based continuous relationship between brands and customers,” said Natasha Franck, founder and chief executive of Imaginary Ventures-backed digital ID-maker Eon at BoF’s Technology Summit.

Franck and Imaginary Ventures’ Natalie Massenet join BoF technology correspondent Marc Bain to discuss Eon, how the technology works and highlight the opportunities digital IDs could create for fashion.

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