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Product Authenticity

Brand Protection

An anti-counterfeiting technology platform has been implemented from the Spring/Summer 2018 season on all Group lines with the sole exception of the Giorgio Armani Collection.
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This system allows the end user, in full compliance with the Privacy Policy, to participate in the product authentication process by simply scanning the QR Code on the ready-to-wear pieces labels using a smartphone or another device connected to the Internet.

In 2022, the anti-counterfeiting technology platform counted more than 1,000,000 authentication requests in over 200 countries.

Following the G20 Summit in Rome on 31 October 2021, His Royal Highness King Charles III—then The Prince of Wales—joined CEOs from the Sustainable Markets Initiative (SMI) Fashion Task force to promote the development of a digital passport. This tool provides customers with details on the sustainability credentials associated with their purchase, outlining its traceability from production to use, resale, reuse, and recycling.

Courtesy of Sustainable Markets Initiative

During the event, hosted by Task Force President Federico Marchetti and held at the gardens of Villa Wolkonsky, Prince Charles witnessed a demonstration of the digital passport with a selection of products that included a garment from the Emporio Armani collection collection.

 

The ultimate objective of the passport is to provide customers with access to credible information on how products are designed, manufactured, and distributed, thereby enabling them to make more informed purchasing decisions while supporting brands in adopting circular business models.

Discover more about the initiative
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