As someone deeply interested in both the fashion industry and technology, I was fascinated when I first discovered how OTB Group, a renowned Italian company known for fashion brands like Diesel and Maison Margiela, is bringing innovations to the luxury fashion industry by leveraging the latest technologies.
At the heart of OTB’s digital transformation is Brave Virtual Xperience (BVX), the company’s business unit dedicated to virtual fashion and metaverse projects. Under the guidance of Stefano Rosso, BVX has launched several innovative projects that enhance customer engagement through digital collectibles, NFTs, and virtual fashion.
One standout initiative from BVX is Maison Margiela’s MetaTABI, a collaboration with The Fabricant (a Dutch digital fashion platform) that transformed the iconic Tabi Boot into a digital collectible available as an NFT. This project introduces a new level of consumer interaction by offering exclusive, customizable assets that overcome the boundaries of traditional fashion. Through these digital experiences, brands like Diesel and Maison Margiela are not only expanding their creative offerings but also building deeper consumer relationships with their fan base. Platforms like Discord further enhance engagement by providing dedicated spaces for continuous interaction, allowing OTB to build strong communities around its digital innovations.
In addition to its work with NFTs and virtual fashion, OTB has taken a leadership role in advancing blockchain technology through its involvement in the Aura Blockchain Consortium. Founded in 2021 by OTB, LVMH, Prada, and Cartier, Aura aims to establish blockchain as the gold standard for transparency and traceability in the luxury fashion industry. Through blockchain and NFC chips embedded in the products, OTB is able to provide customers with digital certificates of authenticity for its products, giving them verifiable information about a product’s provenance, materials, and craftsmanship. In doing so, OTB ensures that its products meet high ethical standards while preparing for future regulations, such as the Ecodesign for Sustainable Products Regulation, which will mandate digital passports for all products by 2050.
OTB’s commitment to NFTs, blockchain, and virtual fashion has already produced significant results. Since 2022, OTB has registered over 1.2 million products on the Aura blockchain platform, allowing consumers to access digital certificates of authenticity that provide detailed information on the origins and sustainability of their purchases.
As OTB continues to lead in this digital revolution, it sets the stage for the future of fashion. By merging creativity with technology, the company is staying relevant and shaping an industry that is increasingly focused on transparency, sustainability, and immersive experiences. In my opinion, it is very encouraging to see OTB experimenting with such a wide range of digital innovations. Given that there are still many untapped opportunities in areas like blockchain and NFTs, this bold approach opens doors for even more groundbreaking advancements in the future.
References:
Pilaniwala, Pankaj. (2023). How NFT is Changing Fashion Industry: A Systemic Review and Analysis. International Journal for Research in Applied Science and Engineering Technology. 11. 81-91. 10.22214/ijraset.2023.48480.
Wang, Duhan & Ren, Qianmingyan & Li, Xinyu & Qi, Yiman & Zhou, Qi. (2022). Defining Consumers’ Interest and Future of Nft Fashion. 10.2991/assehr.k.220401.111.
Sgarzi, B., 2024. La blockchain per combattere la contraffazione e sviluppare la sostenibilità. Il Sole 24 Ore, 12 March.
Prosperi, A., 2024. Aura blockchain taglia il traguardo di più di 40 milioni di prodotti tracciati. Milano Finanza, (100), p.25, 22 May.
Argante, E., 2023. Come questa società sfrutta la blockchain per portare più trasparenza nello sviluppo dei capi d’alta moda. Forbes, 3 August.
Vogue Business Custom Insights Team, 2021. Resale, rental and NFTs: Vogue Business Index reveals top trends in innovation. Vogue Business, Winter 2021.
