Client

MCQ

An ecosystem supporting the circular economy.

Technology used

An NFC tag as a gateway for interaction between the brand and the community. The use of the Everledger Blockchain as an enabler for supply chain storytelling and to activate circular economy dynamics.

The MYMCQ digital project is the nerve centre of the “technology-driven” MCQ brand, developed in-house at Alexander McQueen.

Temera is delivering solutions for Alexander McQueen for the identification and supply chain traceability of products through RFID-UHF technology.

An extra chip with NFC (Near Field Communication) technology has been added to products on the MCQ line, allowing direct interaction with the end consumer through their smartphone. Everledger completes, with blockchain technology, the composition and management of a real “digital twin” for the physical product.

The information, which begins with the creation of the product up to its distribution, can be accessed by the consumer, with the highest level of security, who can then, following their purchase, decide to “transfer” ownership of the item by reselling it on the second hand market and transferring ownership of the used product to the buyer.
An evolutionary step that is a milestone for McQueen as a pioneer in the adoption of highly innovative solutions.

Side/Above: an example of an NFC tag with Blockchain protocol. Applied on each item’s pendant, it allows the consumer to interact with it through their smartphone. Photo credit MCQ

Each item presented by MCQ is completely traceable through the MYMCQ digital platform, a unique system that uses blockchain technology and NFC to unleash innovative features. MYMCQ does not only provide historical information, it also represents a multi-media hub where anyone can interact with the brand, access behind-the-scenes content, interviews with collaborators and other creatives in the MCQ community and much more besides.

MCQ’s idea of collaboration does not respond to the typical rules of co-branding. It is a fluid conversation between emerging creatives around the world and gives them a global platform to launch their ideas.

This democratic approach means that MCQ can define, in an autonomous way, when to release its collections instead of being subject to the usual seasonal fashion hierarchy. Working in six-monthly cycles, at least three “drops” of new icons are expected, each one telling a completely new story, from images to collaborators to the launch event and the location.

One more push to change the concept which has begun to emerge in recent years on the fashion scene and which rewards Alexander McQueen’s decision to use UHF technology and the Stylewhere platform for product traceability and to provide customers with what they want: the right product at the right time in the right place.

MCQ recognises the contribution made by the partnership:

“Some core values at MCQ are to create a community of people on the same wavelength, functioning as an enabler to connect people and bring them together. We are excited about what is happening between people who interact with each other, for the results achieved by the group, rather than by a single individual. It therefore makes us very happy that our friends at Temera and Everledger, who met through MCQ, are about to embark on a partnership together”.

Video credit MCQ

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MCQ

An ecosystem supporting the circular economy.

MCQ

An NFC tag as a gateway for interaction between the brand and the community. The use of the Everledger Blockchain as an enabler for supply chain storytelling and to activate circular economy dynamics.

The MYMCQ digital project is the nerve centre of the “technology-driven” MCQ brand, developed in-house at Alexander McQueen.

MCQ’s idea of collaboration does not respond to the typical rules of co-branding. It is a fluid conversation between emerging creatives around the world and gives them a global platform to launch their ideas.

Florence

Milan

Paris

MCQ

An ecosystem supporting the circular economy.

MCQ

An NFC tag as a gateway for interaction between the brand and the community. The use of the Everledger Blockchain as an enabler for supply chain storytelling and to activate circular economy dynamics.

The MYMCQ digital project is the nerve centre of the “technology-driven” MCQ brand, developed in-house at Alexander McQueen.

MCQ’s idea of collaboration does not respond to the typical rules of co-branding. It is a fluid conversation between emerging creatives around the world and gives them a global platform to launch their ideas.

Florence

Milan

Paris

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