The luxury promise has always been provenance.
In 2025, that promise is expressed through a ๐๐ข๐ ๐ข๐ญ๐๐ฅ ๐๐ซ๐จ๐๐ฎ๐๐ญ ๐๐๐ฌ๐ฌ๐ฉ๐จ๐ซ๐ญ (๐๐๐)ย that buyers can actually open and understand โ on phone scan or tap โ without a concierge.
The EUโs ESPR (in force since 18 July 2024) made DPPs inevitable; the Working Plan published in April 2025 clarified firstโwave categories. (GS1 in Europe)
Leaders have moved. LVMH says itโs deploying DPPs as part of LIFE360; the Aura Blockchain Consortium (LVMH, Prada, Cartier/Richemont, OTB) is standardising digital identities at scale.
This isnโt hype โ itโs infrastructure. (LVMH)
The expectations are expanding: Vogue Businessโ 2025 index shows steep growth in authentication/DPP adoption across top houses.
Luxury’s new contacnt
if a piece canโt tell its story โ origins, materials, service history โ on demand, itโs not worthy of the price tag.
The label becomes a customer experience surface:
authenticity โ care instructions โ resale enablement โ circularity (repairs, parts).
Bluemets role
Our role is to make this unclonable and beautiful: a demetallised, watermarked motif the eye enjoys, plus a dynamic QR, RFID and demetallised watermark for a cryptographically signed tap.The payoff isnโt just antiโcounterfeiting; itโs lifetime loyalty. DPPโpowered experiences turn a oneโtime sale into a lasting relationship โ one trusted scan at a time. (Deloitte)
