METAPHYSICS

MAISON MARGIELA, JIL SANDER, AND MARNI REGISTER PRODUCTS ON BLOCKCHAIN

2024-06-05 13:38 METAPHYSICS
OTB certifies authenticity and registers all Jil Sander, Maison Margiela, and Marni products on blockchain

The OTB Group is the first member of the Aura Blockchain Consortium to offer its customers digital authenticity certificates for all its luxury brand products, fully integrating blockchain registration into its production processes and embedding an NFC chip in each garment or accessory.

OTB, the international fashion and luxury group that owns Diesel, Jil Sander, Maison Margiela, Marni, and Viktor&Rolf brands, along with Staff International and Brave Kid companies, and holds a stake in the Amiri brand, and is a Steering Member of the Aura Blockchain Consortium, will provide digital authenticity certificates for all Jil Sander, Maison Margiela, and Marni products starting from the Fall/Winter 24/25 collections.

The certificates utilize blockchain technology and an NFC (near-field communication) chip embedded in each garment or accessory. This allows customers to verify a product's authenticity by scanning the chip with their smartphone, accessing a tokenized certificate that’s stored as an NFT on a blockchain network.

This initiative includes two critical steps in all Group production processes: embedding an NFC chip in every garment and accessory and registering all products on the AURA blockchain platform. This standardization ensures that over 1.5 million products from OTB's luxury brands will have guaranteed blockchain registration and digital authenticity certificates annually.
"This significant advancement in OTB's innovation process enables us to ensure greater transparency, new interaction methods, and an increasingly high-profile experience for our luxury brands’ clients," said Stefano Rosso, a member of the Aura Blockchain Consortium board and CEO of Marni. "Full-scale adoption of blockchain technology and its integration with our production processes means we can promptly respond to all the challenges and opportunities presented by future legislation."
Following a pilot project involving some of the most iconic Maison Margiela, Marni, and Jil Sander accessories, and now expanding to all the brands’ products, OTB Group has established a remarkable ecosystem for digital certification of product authenticity. Since early 2022, the Group has registered approximately 1.2 million products fitted with an NFC chip on the blockchain platform provided by the Aura Blockchain Consortium. The chip enables clients to use their smartphones to access the digital authenticity certification, offering information on the product and its origin.