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Aura Blockchain: OTB provides all Jil Sander, Marni and Maison Margiela products with a digital certificate of authenticity.
Founding member of the Aura Blockchain Consortium, OTB announces that the entire collections of its main Maisons, Jil Sander, Marni and Maison Margiela, will be equipped with NFC chips and registered on the platform.
It had been the fourth luxury player to join the Aura Blockchain Consortium platform at the end of 2021co-founded earlier that year by Lvmh, Prada, Richemont groups.
That of Italy OTB, owner of the Diesel, Jil Sander, Maison Margiela, Marni, Viktor&Rolf brandscompanies International Staff and Brave Kid and a participation Amiriis now the most advanced in the process…
Complete transparency
In a press release issued at the beginning of June, the group led by Renzo Rosso indicated that it will provide it to its customers a digital certificate of authenticity for all the products (garments and accessories) of its main Maisonsthat means Jil Sander, Maison Margiela and Marnistarting from Autumn-Winter collections 24/25. This will ensure complete transparency for customers on the products they purchase, informing them about the production processes involved (origin of raw materials, different production phases, environmental impact…), and protecting them from counterfeiting. This process will also facilitate the second hand marketwhich is growing exponentially in the luxury sector.
To obtain such digital certificates of authenticity, OTB takes two essential steps: inserts a NFC chip in every garment and accessory and records them all on the AURA blockchain platform. Thanks to NFC chips, its customers can do this access digital authenticity certifications and detailed information on the products they purchase, via their smartphones.
A pilot project had already allowed OTB to carry out this process on the most emblematic accessories of Maison Margiela, Marni and Jil Sander, representing approximately 1.2 million products since the beginning of 2022.
1.5 million products
The group is therefore changing gear, with now the guarantee of doing so more than 1.5 million products will be registered per year on the Aura blockchain and equipped with digital certificates of authenticity.
Second Stefano Rosso, member of the board of directors of the Aura Blockchain consortium and CEO of Marnithis announcement represents “an important step forward in OTB’s innovation processas it allows us to guarantee greater transparency, new methods of interaction and an increasingly mediatized experience for the customers of our luxury brands.” In his opinion, “the widespread 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”.
Born within LVMH in 2019 and then taking shape in 2021 with its competitors – a rarity in the luxury goods sector -, Aura Blockchain Consortium today has around forty members, who evolve in the worlds of fashion, watch-jewellery, alcohol or automotive. In addition to the numerous associated companies of the founding groups (Cartier, Bulgari, Louis Vuitton, Givenchy, Hublot, Loro Piana, Heristoria…), other companies like Tod’s and Mercedez Benz have joined the consortium. More than 40 million products have already been registered on the platform.
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Featured photo: © Aura Blockchain