Prince Charles has praised the new digital fashion ID that helps consumers make ethical choices.
The eldest son of Queen Elizabeth II of the United Kingdom was in Rome at the weekend to attend the G-20 Summit and met with CEOs of major fashion brands.
Prince Charles hailed the efforts that have led to a new digital identity for fashion brands, noting that it will help consumers make ethical decisions about their purchases. “I’m so grateful to all of you,” he told the CEO, all members of the Fashion Action Group (set up on the initiative of Prince Charles), chaired by Federico Marketti, founder of the YOOX NET-A-PORTER Group. .
Natasha Frank, representing EON, the company that provided the technology to create the digital identity, was present at the meeting.
The demonstration was done with a scarf, a bag, a poncho and a jacket made of feathers that were recycled from mattresses.
Frank explained to Prince Charles that while many times the fashion companies’ investments in more sustainable and responsible practices are invisible to the customer, “digital identity will allow people to see them”.
The Fashion Action Team is part of Prince Charles’ Sustainable Markets Initiative (SMI) and includes Burberry, Gabriela Hearst, Stella McCartney, Selfridges, Vestiaire Collective and Modo Operandi.
“People have a right to know if what they are buying is created in a sustainable way and it is our responsibility to tell them if we really believe in the common principles of transparency, accountability and compliance. Fashion is one of the most polluting sectors in the world, but this new digital ID shows how businesses are committed to meaningful, measurable change: providing customers with the information they need to make cleaner, healthier and more sustainable choices. It shows that the industry is not only talking about these issues, but has taken action. “
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