Adore Me Champions Sustainability with Digital Product Passports

Editorial TeamEditorial Team
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November 6th, 2024
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1:00 PM

Adore Me, the lingerie brand owned by Victoria’s Secret, is making strides in sustainable fashion through its partnership with CommonShare. Since joining Adore Me’s Sustainability Accelerator last summer, the two companies have collaborated on the implementation of real-time digital product passports (DPPs) for 100 items, with plans to expand this initiative across the entire product range by early 2025.

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Christina Chang, Adore Me’s Vice President of Sustainability, emphasizes that the initiative is more than a marketing strategy; it aims to foster meaningful improvements in sustainability practices. The DPPs enhance transparency by allowing stakeholders—including manufacturers and suppliers—to access real-time, verified product data throughout the supply chain.

The DPP framework, rooted in CommonShare’s Collaborative Product Chain, facilitates a decentralized approach to sharing information. This structure not only bolsters compliance with forthcoming EU regulations on sustainability reporting but also empowers brands to provide customers with a clear understanding of the environmental impact of their products.

As Chang highlights, “This technology provides unparalleled insights into product sourcing and manufacturing processes.” The integration of third-party life cycle assessment data further ensures the credibility of sustainability claims, while manufacturers are encouraged to streamline compliance documentation by linking relevant certifications across different product lines.

Martin Smith, CEO of CommonShare, asserts that this collaboration represents a significant shift towards enhanced compliance and transparency in the fashion sector. The DPP initiative exemplifies a new paradigm where brands and suppliers can engage in unprecedented ways, delivering accurate information to consumers and stakeholders alike.