OTB will equip Jil Sander, Marni and Maison Margiela products with a digital certificate of authenticity

The Italian fashion group OTB is preparing to make the supply chain of all products marketed by its main luxury brands completely transparent. By Autumn/Winter 2024-25, Renzo Rosso's group will equip all products from its Jil Sander, Marni and Maison Margiela brands with digital certificates of authenticity guaranteed by blockchain technology, for a total of 1.5 million items year.

OTB, which also owns luxury brand Viktor & Rolf, denim brand Diesel, manufacturing company Staff International and children's clothing brand Brave Kid, and owns a minority stake in US brand Amiri, will equip the products with a near field communication (NFC) chip. and register them on the Aura blockchain platform, a consortium created in 2021 by OTB with the LVMH group, Prada and Cartier, owned by Richemont. The technology will allow customers to access a digital certificate of authenticity, which contains information about the origin of each individual product, via a smartphone.

OTB first implemented a pilot project, registering a selection of accessories from Maison Margiela, Marni and Jil Sander, and then expanded the solution to all products from these brands. OTB said that since the beginning of 2022, it has registered approximately 1.2 million products equipped with NFC chips on the Aura blockchain.

“This is an important advance in OTB's innovation process, because it allows us to guarantee greater transparency, new ways of interacting and an increasingly outstanding experience for customers of our luxury brands,” Stefano said in a press release. Rosso, board member of the Aura Blockchain Consortium and CEO of Marni. Within OTB, he is also responsible for BVX, the group's entity focused on virtual reality projects.

“The large-scale adoption of blockchain technology and its integration into our production processes means that we will be able to respond quickly to all the challenges and opportunities presented by future legislation,” added Stefano Rosso.