# Italian fashion group OTB joins LVMH-led blockchain platform
Published: 2021-10-15
Category: Business
Category URL: https://blockchaintribune.com/category/business/
Meta Title: Luxury Goods Giants Use Blockchain to Fight Counterfeiting
Meta Description: Discover how OTB, Diesel, Maison Margiela, and other luxury brands use Aura platform to ensure authenticity and trace product origins in the fight against count
URL: https://blockchaintribune.com/italian-fashion-group-otb-joins-lvmh-led-blockchain-platform/

![undefined](https://prod.superblogcdn.com/site_cuid_cm5qsvj8y0041wirgw17s2dn1/images/2021-10-15t091314z1lynxmpeh9e0b9rtroptp4luxury-counterfeiting-aura-pix-1737055539451-compressed.jpg)

MILAN (Reuters) – Italian fashion group OTB has joined a consortium formed by [luxury](https://blockchaintribune.com/mike-ashleys-frasers-buys-thgs-portfolio-of-luxury-goods-websites/) goods heavyweights LVMH, Prada and Richemont-owned Cartier that uses blockchain technology to trace the origin of high-end products to fight counterfeiting.

The platform, dubbed Aura, will allow consumers to follow a product life cycle by accessing a sort of digital database storing information in a way that it cannot be changed, tampered with or hacked.

The initiative, launched in April and a rare case of collaboration between rival [brands](vhttps://blockchaintribune.com/brands-need-a-more-sustainable-strategy-to-connect-with-consumers-on-purpose/), is aimed at improving transparency about where and how luxury goods are made, and also provide owners with certificates of authenticity.

OTB – which stands for Only The Brave – owns brands including Diesel, Maison Margiela, Marni and Viktor&Rolf and acquired Jil Sander in March.

(Reporting by Silvia Aloisi; Editing by Mark Potter)


---
This blog is powered by Superblog. Visit https://superblog.ai to know more.
---