Italy’s OTB Group will introduce digital authentication certificates using blockchain technology and NFC chips for products from Maison Margiela, Marni, and Jil Sander, starting with their AW24 collections. This innovation will allow OTB to verify around 1.5 million products annually, ensuring they are genuine branded items. Stefano Rosso, CEO of Marni and member of the Aura Blockchain Consortium board, highlighted that this move enhances transparency, customer interaction, and compliance with future legislation, while also combating counterfeits. Although OTB owns Viktor&Rolf, Amiri, and Diesel, the digital certificates have not yet been announced for these brands.