Google Cloud, Stella McCartney kick start green fashion pilot

Google is working with consultancy Current Global to build-out a data analytics and machine learning tool, powered by Google Cloud technology, that aims to give fashion brands greater insight on the impact of their supply chains.

It has teamed with Stella McCartney on a first pilot project. This will: analyse data from the two companies and industry sources to assess the impact of raw materials on key environmental metrics such as water and energy consumption; Use machine learning technology to examine extensive datasets, enabling brands to estimate the projected environmental impact of an item of clothing at the sourcing and design stages.

The experiment will then be widened to other brands and industry partners. “We have been continuously focusing on looking at responsible and sustainable ways to conduct ourselves in fashion, it is at the heart of what we do. We are trying our best –we aren’t perfect, but we are opening a conversation that hasn’t really been had in the history of fashion,” says Stella McCartney.