French fashion house Chloé is unveiling Chloé Vertical, a project announced in October that’s designed to make products more circular and improve the production of key materials, as part of the brand’s spring/summer 2023 collection.
The French house is billing the resale readiness as an industry first. Chloé Vertical allows consumers to trace all the materials used to create its luxury bags, shoes and ready-to-wear. Vestiaire Collective, its exclusive partner, will host its resale, which will offer a price to sellers once they’ve uploaded product imagery and details (through a pre-filled listing form) and then deliver payment before the product has necessarily sold.
“I’m delighted to be enabling Chloé customers around the world the opportunity to make informed decisions about the transparency, traceability and circularity of our products,” said Riccardo Bellini, Chloé president and CEO in a statement.
Bellini told Vogue Business last year that a main goal for Chloé Vertical was to eliminate barriers to circularity, including by making is easier for customers to engage in resale. “The way I see it, once you buy a product, you know everything about that product. Then you want to resell it, you just click on your digital ID and instantly resell it.”
Digital identification has been gaining popularity as a tool to promote sustainability in fashion by using the technology to enable supply chain traceability, for example, and educate consumers about sustainable product care. Founder of digital ID startup Eon, Natasha Franck, has explained the technology is transformative not just because of the opportunities it opens up for consumer communication and engagement but it can also drive progress towards a circular system by enabling products to retain information about the materials they’re created from, which is necessary for effective end-of-life management such such as recylability.
By scanning the unique digital ID embedded into each product, customers will be directed to a site that holds details on the manufacturing process as well as instructions for product care and repair. The site also holds a product certificate of authenticity, which comes with a unique ownership number – and a link to ease the resale of the product directly through Vestiaire Collective. Chloé claims to be the first brand to launch a resale system with digital ID technology on any platform. The instant resale option will launch in the U.S., Europe and the U.K. as an exclusive one-year pilot project. Customers will also be able to return and sell pre-owned Chloé products via a “co-branded platform, powered by Vestiaire Collective.”
Chloé said the ID labels, employing technolgy from Eon, come on certain items in linen, silk, wool and leather.
“The initiative has three main purposes: to ensure authenticity, traceability and to facilitate care and repair,” the fashion house said in a statement. “Customers can learn more about the manufacturing process, find care and repair instructions, and also locate their product certificate of authenticity, complete with a unique ownership number.”
The project is predicted to grow from here, as Chloé has committed to rolling out a digital ID on all products by 2025. Its partnership with Eon, which powers the digital ID technology, expanded out of their mutual participation in the Sustainable Markets Initiative’s fashion taskforce, founded in 2020 by King Charles.
“The Digital Passport’s ultimate objective is to empower customers to make informed sustainable purchase choices as they increasingly demand disclosure, transparency and traceability,” chariman of The Sustainable Markets Initiative’s Fashion Task Force Federico Marchetti said in a statement. “Chloé is taking another huge step forward with its implementation. Gabriela Hearst and Riccardo Bellini have always been one step ahead in looking to the future and combining technology with a genuine desire to change the system for the better.”
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