Italian luxury house Zegna is leading the charge for transparency, sustainability, and digital transformation in high-end fashion by equipping its flagship Vellus Aureum menswear line with NFC-powered digital product passports. These advanced garment tags, introduced in 2025, connect craftsmanship and heritage directly to the wearer, combining cutting-edge technology with centuries-old values of authenticity and excellence.
The Zegna Digital Product Passport
The digital product passport is embedded as an NFC (Near Field Communication) tag into every Zegna Vellus Aureum item—including hats, knits, overshirts, and outwear—allowing customers to verify product authenticity and trace its journey with a simple smartphone scan. By tapping the NFC tag, owners access in-depth details covering the garment’s origin, ethical wool sourcing, meticulous tailoring, and finishing processes.
Zegna’s passport provides an Ownership Certificate—a digital badge of distinction that connects the wearer to the rare and exceptional heritage of Vellus Aureum wool. According to the brand, “This certificate guarantees the authenticity of your garment, symbolising not just luxury but your role in preserving the highest standards of craftsmanship and sustainability. It stands as a testament to your commitment to owning something truly extraordinary”.
Technology in Service of Craft and Sustainability
The introduction of NFC tags on Zegna garments is more than a nod to tech trend—it is tightly integrated with the Aura Blockchain Consortium, a non-profit initiative by luxury leaders to secure records on authenticity, sourcing, and workflow. The Aura blockchain gives customers ‘a tamper-proof digital stamp of authenticity,’ recording every step from sheep farm to final stitch. This technology also links buyers to sustainability reports and shows the garment’s lifecycle, right down to certification schemes used for quality and traceability.
Each digital passport captures:
- The exact country of origin and wool source
- Main production processes and manufacturing locations
- Care, repair, and maintenance instructions
- The full backstory and artisanal journey of Vellus Aureum fabric
Consumer Experience and Access
Garments from the Vellus Aureum collection integrate the NFC tag into specific, discreet locations: in the left inner pocket for jackets, on the right hem for knitwear, and under the label for hats. Scanning the tag not only unlocks product details but also allows the original purchaser to download and store the Ownership Certificate, which is recorded on Aura’s secure blockchain.
This system also allows for robust customer care—while individual supplier addresses remain confidential, customers can easily verify their item, transfer digital records if needed, and keep up with the latest brand updates and sustainability advances.
Raising the Bar for the Industry
With the European Union set to mandate digital product passports for apparel by 2027, Zegna is ahead of the curve, positioning itself as a pioneer in responsible luxury. More than half of consumers now cite authentication and product background as critical when making high-value purchases, and NFC-equipped passports are poised to become standard for luxury brands globally.
Zegna’s move “enhances transparency by leveraging NFC and Aura Blockchain technology to provide immutable records of the garment’s history—including details on the sourcing of materials and production processes,” according to its digital product team.
Conclusion
Through NFC digital product passports, Zegna is redefining luxury as an experience rooted in transparency, provenance, and traceability. This blend of innovation and tradition ensures that every garment is not only an object of style but also a living record of heritage, ethics, and undeniable quality—setting a new bar for the global fashion industry.
