00:00Although Copenhagen Fashion Week is one of the youngest fashion weeks, it has been running for 20 years.
00:08It stands apart from Paris or Milan.
00:11In Scandinavia, there is a strong emphasis on sustainable development.
00:15Copenhagen Fashion Week collaborates with Renown, a company specializing in digital products passports.
00:22It's basically an e-label.
00:24Imagine the label of your garments, of any product, that is basically digitized.
00:30So you have this possibility to scan a QR code or open a certain information page about the product that can be in any point of sale,
00:41so in the physical product but also online, and then basically open more information about that product,
00:47like who made the product, where it was made.
00:49Telling the stories behind the manufacturing process is important,
00:53but it's equally important that consumers become part of that story.
00:57In two years' time, when every product, because this is starting from the fashion industry,
01:02so this is why it's super relevant right now, every product is going to have a QR code.
01:07So what is yours going to say?
01:10So a lot of companies, especially if we look at the luxury high market and premium market,
01:16they're indeed asking what kind of experience do I want to give my customer,
01:20and how do I want to use this as well for my product and my operations.
01:26Copenhagen Fashion Week helps companies see fashion beyond the catwalk.
01:34For us it's been quite an honor and a pleasure to actually work with Copenhagen Fashion Week's team over the past year,
01:40because what Copenhagen Fashion Week is, it's actually a platform.
01:44It's a platform for who works in the industry, for the designers,
01:47and how to help those designers get to the next step of what the future will ask them to do,
01:54and be successful businesses in Europe and beyond.
01:58Most fashion weeks are brand driven.
02:03Copenhagen Fashion Week goes beyond the runway.
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