The digital product passport on the catwalk in London with McDowell and Certilogo

The digital product passport (DPP) will only become mandatory (in its most basic version) in 2027, but in an experimental version it has already made its debut on the catwalk. And more precisely at London Fashion Week.

Each garment in Patrick McDowell's Spring Summer 2026 collection, named 'The Lancashire Rose' in honour of the British designer's grandmother, is equipped with a digital product passport and secure authentication system, curated by the Italian company Certilogo. The label on each garment is imprinted with a QRCode which, when scanned, allows access to an immersive digital world that explores the origins of the collection, Patrick's creative heritage and what inspired him to create each garment.

"We are proud to be able to help bring Patrick's vision to life," said Michele Casucci, founder & general manager of Certilogo. "His creativity and storytelling skills, combined with our Secure by Design™ Digital ProductPassport, demonstrate how connected products can go beyond compliance, creating deeper emotional connections and lasting value for brands and customers."

The collection was paraded on Saturday 20 September at Battersea Power Station - a former power station in the heart of London, made famous (also) by Pink Floyd and the focus of an urban regeneration project - and, like McDowell's entire business, is marked by sustainability. Even the traceability of the garments through the Digital Product Passport is conceived in this vein: 'Thanks to the combination of their bespoke technology and our creativity, each garment becomes a living story through the Digital Product Passport that accompanies it. Together we are shaping a new generation of traceable, connected and emotional products that allow the wearer to feel even closer to the story behind them,' said the designer.

The DPP allows, among other things, access to a range of information - useful to the consumer or insider - to extend the life of the product or reuse it in a circularity perspective: for example, it offers indications for professional repair work or redesign.