OTB Group (Maison Margiela, Marni …) collaborates with the blockchain consortium LVMH, Prada Group and Cartier.


Last spring, LVMH, Prada Group and Cartier (Richemont) announced a union around a blockchain project called will have. The consortium is now verifying the integration of OTB Fashion Group as the fourth founding member.

OTB Group: New luxury and premium brands for the Aura blockchain.

While the concepts of second hand and traceability are gaining a place in luxury strategies, the habitat is regulated. Last April, when the launch of Aura was announced, the three entities that were leading the project at the time raised the possibility that other players in the sector would join the initiative: this is now done with the arrival of OTB.

More than just a stakeholder, the Italian fashion group – which includes brands Diesel, Maison Margiela, Marni, Viktor & Rolf or even Jil Sander He was featured here as one of the founding members of Aura. Irreproachable and tamper-proof, this solution secured by ConsenSys and Microsoft technology is intended to serve as a passport over the entire product life cycle, from source to (re) sale, including any repairs.

“Our ambition is to make a strong contribution to this strategic collaboration focused on the development of circular business models, the implementation of transparent consumer solutions, innovation and sustainability. “

Stefano Russo, member of the board of directors of the OTB group and the Aura Blockchain consortium.

Initiatives are already in place in many homes.

On the occasion of this integration, the consortium also reported on the progress of several projects within it in recent months. Houses Bvlgari, Cartier, Hublot, Louis Vuitton and Prada Among the first houses that absorbed some of the functions inherent in the aura.

LVMH, Prada Group and Cartier also announced to accelerate the consortium’s roadmap by notably implementing Aura Light, a SaaS solution for brands wishing to engage in a blockchain project without acquiring the internal resources necessary to develop their own solution. . .

Among the projects being published, the founding members finally mentioned the development of the NFT (non-fungible code), without further details.

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