OTB, which also owns luxury label Viktor & Rolf, jeans label Diesel,

 manufacturing company Staff International and childrenswear label 

Brave Kid, and holds a minority stake in US label Amiri,

 will equip the products with a near-field communication (NFC) chip, 

and register them on the Aura blockchain platform, a consortium 

set up in 2021 by OTB with the LVMH group, Prada, and Richemont-owned 

Cartier. The technology will enable customers to access a digital authenticity 

certificate, containing information about each individual product's origin,

 via a smartphone. 

 

OTB first deployed a pilot project, registering a selection of accessories

 by Maison Margiela, Marni and Jil Sander, and then extended the 

solution to all of these labels’ products. OTB said that, since the start of 2022, 

it has registered approximately 1.2 million NFC-chip-equipped products on the Aura blockchain.

“This is an important advance in the OTB innovation process, because it enables

 us to guarantee greater transparency, new ways of interacting with and an

 increasingly high-profile experience for our luxury brands’ clients,” said in 

a press release Stefano Rosso, a member of the Aura Blockchain Consortium’s

 board and the CEO of Marni. Within OTB, he is also notably in charge of BVX, 

the group’s entity that focuses on virtual reality projects.

 

“Full-scale adoption of blockchain technology and its integration within our 

production processes means we shall be able to respond promptly to all the 

challenges and opportunities presented by future legislation,” added Stefano Rosso.

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