Isabel Marant is stepping up its traceability strategy, using digital certificates to develop authentication and transparency around its products.
The French fashion house, an icon of «cool luxury», is taking its first steps to protect its products using the Polygon blockchain. To this end, Isabel Marant has partnered with the Trust-Place platform, which uses blockchain technolo- gy to secure and tamper-proof property data.
Specifically, the brand, founded 30 years ago by its eponymous designer, will link a digital passport to each of its physical products, with the aim of improving the authentication of the items, optimising their historical tracking and selling or transferring the property in a completely secure manner. The brand also intends to offer its customers access to exclusive content, pre- sales, traceability and behind-the-scenes information, as well as invitations to events.
“The traceability of our garments is an important issue that allows us to take the sustainability of our garments one step further. We promote res- ponsible consumption, made in a sensible and reasonable way. We also want to combat counterfeiting and parallel markets.”