Fashion / news
Victoria’s Secret & Co. to Launch Digital Product Passport in February 2025
The lingerie retailer will introduce its first Digital Product Passport on select bras, enabling customers to trace product origins via QR codes and supporting circular fashion.
Victoria’s Secret & Co. will roll out its inaugural Digital Product Passport (DPP) in February 2025 on the Signature Cotton T-shirt Bra and the VSX Featherweight Max Sports Bra. Each bra will feature a scannable QR code that links to an enriched product experience.
“We’re excited to introduce the Digital Product Passport, an important step in our commitment to transparency,” said Emily Farshchi, Traceability Manager at VS&Co. The passport provides detailed insights into the product journey, giving customers easy access to information about the items they wear.
Sarah Moore, AVP of ESG at VS&Co, highlighted that the DPPs will showcase direct sourcing partnerships with four family farms in Alabama. “We’ve produced more than 90 million Signature Cotton products made with cotton sourced directly from our farm partners. Our DPPs connect customers to the growers and makers behind their product,” she said.
The DPPs also include key material and care information to facilitate repair and recycling, ensuring garments are processed correctly at end of life. This initiative aims to reduce waste and support circular fashion.
Since 2021, VS&Co has partnered with Debrand, founded by Amelia Eleitier, to improve garment recycling and extend the life of materials. The DPP launch builds on these efforts to enhance traceability and sustainability.