Symphony Unlocked

SYMPHONY UNLOCKED. CONNECTED BY EON. POWERED BY MICROSOFT

Connect to our Autumn Winter 23 ‘Symphony’ collection at the scan of the digital ID where each garment tells you a unique story, and you become a part of each item’s journey. Creative Director, Priya Ahluwalia took inspiration from rediscovering the music that shapes her life - the Bollywood soundtracks, the mainstream Hip-Hop that littered the airwaves in the 90s and 00s, bashment and house music she enjoyed in her teens and more recently the afrobeat and neo-wave R&B she listens to every day translating them into visual form in her designs.

With ‘Symphony’, the genesis starts with sound. Finding a story not only in the music but its process, Priya Ahluwalia weaves the beauty of sonic creation directly into the collection. Music waves and notes inspire jacquard patterns on mohair knitwear and track tops and accompanying shorts.

In collaboration with EON powered by Microsoft, we blur the boundaries between the physical and digital, converging the worlds of fashion and technology making clothing traceable, circular and interactive with Digital ID technology. Using digital identifiers (Digital IDs) that are connected to the EON product cloud platform, powered by Microsoft Azure, each garment has its own personal fingerprint that is entirely unique to it. These Digital IDs reveal the story of the garment’s inspiration, the journey it has taken to get to you and exclusive content and interviews.

CTA: explore the stories of our SIgnature Denim Jeans and Go Backstage with the Creative Team Behind AW23 Symphony.

Left to Right: Creative Director and Founder, Priya Ahluwalia and Founder and CEO at EON, Natasha Franck.

“We create clothes that are meant to be cherished and stand the test of time. Each piece tells a unique story that draws inspiration from the rich tapestry of art, literature, music and culture. With the help of Eon and Microsoft, we can now share that story with the world. Being environmentally and socially conscious is something that is very important to us, we want people to engage with the history of each garment, how it was made, where it has come from and, when they’re finished enjoying the piece, to be able to give it a new life.”

- Creative Director and Founder, Priya Ahluwalia.

Each item in the collection features a unique Digital ID, which stores and records its story across the entire lifecycle – making it traceable, intelligent and interactive. Connected by EON’s Product Cloud platform, powered by Microsoft Azure, each garment has a QR code printed on the care label, enabling customers to scan to reveal rich product information, the unique design story behind each piece, each garment’s composition and sustainability certificates, as well as following its journey through the supply chain to sale.

“Digital IDs are an opportunity for brands to forge deeper relationships with their customers, the story doesn’t start and end at checkout,” EON’s Natasha Franck explains, “the beautiful thing about fashion is the creativity and attention-to-detail that designers like Priya Ahluwalia pour into their clothes. I’m fascinated by this creative process and exploring how technology, like Digital IDs, can give garments a voice so that brands can share that story with their customers.”

- Natasha Franck, Founder and CEO at EON

EON is widely recognised as the leader in Digital ID technology for the retail industry and powers product digitization for the fashion industry. EON and Microsoft share a joint commitment to scale circular business models, collaborating with brands such as Ahluwalia to provide the technological solutions necessary to support the circular economy.

“At Microsoft, we’ve always been committed to empowering people and organisations through our technology. In fashion specifically having a focus on enabling, innovation, creativity and sustainability. That’s why we first decided to collaborate with Ahluwalia for the Circulate Project back in 2021, creating an AI platform that would allow customers to upcycle and recycle their preloved clothes. We’re excited to bring 2 amazing partners together in Ahluwalia and EON as together we continue to explore new ways to infuse new circular fashion business models.”

- Maruschka Loubser, Director of Global Brand Marketing Partnerships at Microsoft

This is only the beginning. Symphony Unlocked provides a glimpse into the high-tech future of Ahluwalia that cloud technology, such as Microsoft Azure, can help power and accelerate. Learn more on Microsoft here.