The ORDRE Group’s Authentique featured in Jing Daily

Patou Turns To Digital IDs And Metaverse Technology For Product Verification

What Happened: Following news of Kering’s deeper dive into Web3, LVMH is getting onboard too. Luxury label Patou, owned by the luxury giant, announced on Tuesday that it will implement a new digital verification technology into its product line. Working in partnership with The Ordre Group — a technology-first platform that aims to power the fashion metaverse — the brand unveiled its Authentique Verify initiative, which will see the label introduce unique digital IDs for its products that, upon presentation of proof of purchase, will be transferred to their owners’ smartphone to validate digital ownership.

The IDs will also enable customers to access information such as product specifications, sustainability pledges, styling videos, and warranties. To mark the move, Patou has released two new bag styles in collaboration with stylist Sita Abellán that use deadstock leathers and organic cotton to mimic the effect of denim, both featuring the Authentique Verify tech. 

The Verdict: Patou is following in the footsteps of Chanel and other major luxury labels, which are integrating digital IDs into their products to tackle rising counterfeiting challenges. With forged goods becoming increasingly difficult to distinguish, plus the recent rise of “dupes” — a trend that has accelerated over the past year thanks to social platforms like TikTok — labels are turning to Web3 and blockchain-based technologies to push back. 

With this in mind, it’s likely that more luxury brands will incorporate assets, such as near-field communication (NFC) chips, into their products to help guarantee authenticity.

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