Mugler teams up with Arianee for digital passports in bags
Mugler and Arianee announced a partnership, introducing digital product passports for Mugler's handbags, initially available for the Spiral Curve 01 and 02 bags, both online and in select stores. Owners of these bags will enjoy an elevated engagement experience, from discovering product stories to collecting digital passports on their smartphones, granting them access to unique experiences and features.
These blockchain-backed product passports not only validate ownership but also provide a historical tracking record and facilitate effortless transferability. Mugler's forward-thinking move anticipates upcoming EU regulations and meets the growing demand for transparency, effectively transforming their handbags into engaging digital platforms.
The Spiral Curve 01 and 02 bags, available for purchase on fashion.mugler.com and select boutiques worldwide, will serve as novel digital touchpoints, granting owners access to product authentication, exclusive content, behind-the-scenes insights, event invitations, early access to sales, and much more.
To obtain their digital passport, owners simply scan a QR code inside their bag and enter a 2FA identification code discreetly included within the bag's secure space. This groundbreaking initiative is powered by Arianee, renowned for its collaborations with numerous luxury brands. Arianee connects brands and users respectfully through digital product passports and digital memberships.
Digital passports carrying product composition, origin and other information such as repair, maintenance and recycling instructions are among the requirements outlined by the European Commission in the EU Strategy for Sustainable and Circular Textiles set out in 2022. The requirements for the digital product passport are expected to be rolled out from 2026.
