Owners of the Spiral Curve 01 and 02 bags will experience a new level of engagement, from reading and exploring product stories to collecting digital passports on their smartphones, providing access to unique experiences and features. These blockchain-backed product passports offer ownership validation, historical tracking, and effortless transferability. Mugler's visionary move anticipates forthcoming EU regulations and addresses the growing demand for transparency, turning their handbags into digital engagement platforms. Adrian Corsin, Managing Director of Mugler, stated, "Boldness, creativity, and innovation are part of Mugler's DNA. We believe digital product passport technology offers endless opportunities to build a more direct, interactive, and truly personalized relationship with our clients." The Spiral Curve 01 and 02 bags, available for purchase on fashion.mugler.com and select boutiques worldwide, will serve as new digital touchpoints, providing owners access to product authentication, exclusive content, behind-the-scenes insights, event invitations, early access sales, and more. To collect their digital passport, owners will scan a QR code inside their bag and enter a 2FA identification code included within the bag in a secure space. This groundbreaking initiative is powered by Arianee, known for its collaborations with numerous luxury brands. Arianee is connecting brands and users respectfully through digital product passports & digital memberships. Pierre-Nicolas Hurstel, CEO and Co-founder of Arianee, added “Digital product passports linked to a physical good will play an instrumental role in fashion and luxury brands' circularity, compliance and engagement strategies. Developing this project with MUGLER is a fantastic opportunity to show how digital product passports can push the boundaries of innovation and build new ways to interact with clients and create business opportunities beyond the constraint of regulation”.
Founded in 1974 by Thierry Mugler, Mugler has been a pioneer in avant-garde fashion. Currently under the creative direction of Casey Cadwallader. Mugler's creative vision reflects a singular view of the world. It transgresses stereotypical codes, explores a constantly changing plural vision of femininity and gender, questioning the conventional norms as a unique medium for individuality and self-expression. By bringing Mugler to the forefront of conversations of modern pop culture, inclusivity, expression of one’s identity, Cadwallader has cemented Mugler’s position as one of the most talked about luxury fashion brands of today.
Founded in 2018, Arianee respectfully connects brands and users through digital product passports, seamlessly distributed regardless of where the product was originally bought: online, offline, brand new, pre-owned, or even gifted. The digital product passport serves as the first gateway to learn more about the product, follow its lifecycle, and confidently transfer or resell it while allowing the brand to have a direct connection with the second-hand buyer. Arianee brings together major brands such as the Richemont Group, L’Oréal Group, Breitling, Paris Fashion Week, Moncler, Mugler and Lacoste, as well as partners in technology, including POAP and The Sandbox, in its vision to build the new internet of ownership. www.arianee.com.