Luxury fashion brands Marni, Maison Margiela, and Jil Sander are adopting digital authenticity certificates.
- OTB aims to certify 1.5 million luxury products with NFC chips by Autumn/Winter 2024 collections.
- The Aura blockchain platform will be used to ensure product traceability and authenticity.
- The initiative is part of a broader industry move towards transparency and technology integration.
- CEO Stefano Rosso highlights the innovation in customer interaction and future readiness.
Luxury fashion brands Marni, Maison Margiela, and Jil Sander are introducing digital authenticity certificates, aiming to enhance transparency for consumers. This initiative involves equipping each garment or accessory with a Near Field Communication (NFC) chip.
The project is spearheaded by OTB, the Italian parent company, which plans to provide traceability and authenticity certification for 1.5 million luxury products starting with the autumn/winter 2024 collections. Through the use of NFC chips, consumers can access detailed information regarding the origin and authenticity of products using their smartphones.
Products will be registered on the Aura blockchain platform, a collaboration launched by luxury conglomerate LVMH, in partnership with Microsoft and ConsenSys, to ensure accurate traceability of luxury items. The technology enables brands to maintain a secure and verifiable digital record of their products.
The Aura Blockchain Consortium, established in 2021, has united various industry leaders, including OTB, Prada Group, and Richemont, to invest in technologies that improve the transparency, traceability, and practicality of luxury goods for customers. OTB has successfully registered approximately 1.2 million products with NFC chips since 2022, reinforcing its commitment to digital innovation.
Stefano Rosso, the CEO of Marni, emphasises that full-scale adoption of blockchain technology will facilitate improved customer experiences and allow the company to adapt to future legislative developments. He describes the project as a significant step forward in the OTB innovation process, promising greater interaction and higher-profile experiences for clients.
The integration of NFC chips and blockchain technology marks a pivotal advancement in ensuring product authenticity and consumer trust in the luxury fashion sector.
