Project won a prize of 50% of the tuition fee of the academic year for Master in Fashion Marketing, Communication and Event Planning, Barcelona

My Prompt

In an era where counterfeit goods flood the market and brand logos can be replicated within hours, true luxury is no longer guaranteed by a label. The luxury fashion industry faces a crisis of trust: consumers question not only the authenticity of products but also the real value behind the price tag — from quality to ethical practices.

Is it really the same, just cheaper?” No — because what you pay for in an authentic piece isn’t just the logo, it’s the craft, the ethics, the longevity, and the people behind it.

While fakes copy the surface, they erase the story.
The current crisis in the luxury fashion industry stems from the over-proliferation of counterfeit products, which has blurred the lines between real and fake, between true craftsmanship and mere imitation.
Authenticity should not rely on external symbols, but be deeply rooted in transparent practices, ethical production, and a genuine commitment to sustainability and human-centered values.

Authenticity is not a logo. It’s a commitment.

I’d like to explore how innovation and modern technology can rebuild trust and give authenticity in the fashion world a voice.

Ai Tools: ChatGPT, DALL-E

Fashion Identity in a World of Fakes – The Digital Authenticity Passport

Let’s introduce a groundbreaking strategy to redefine luxury fashion based on transparency, ethical craftsmanship, and sustainable innovation. It leverages AI and blockchain technologies to ensure full product traceability and to reconnect consumers with the true essence of luxury: authentic value, not superficial appearance.

Through a framework that prioritizes both human and environmental values, this project contributes to a fashion ecosystem founded on trust, responsibility, and inspiration.

Problem Statement:

Counterfeit fashion products are more than a market issue — they are a cultural and ethical threat.

Authenticity today is fragile. Logos can lie. Designers are copied. Consumers are deceived. Workers stay invisible.

As counterfeit versions of designer items become accessible to all, the exclusivity once associated with luxury is diluted — not just in product, but in perception — quietly eroding the cultural and symbolic value of the original brands.

This isn’t just about labels — it’s about values.

Core Solution: The Digital Authenticity Passport

This project proposes the creation of a blockchain and AI-powered “Digital Authenticity Passport” — a tool designed to restore trust, educate consumers, and ensure broader access to verification tools.

What is it?

A digital identity assigned to every authentic fashion piece — scannable, interactive, and tamper-proof, making the invisible visible .

How does it work?

Each fashion item would be equipped with a unique QR code, embedded directly into its label. When scanned with a smartphone, this code gives the consumer immediate access to the product’s interactive “Digital Authenticity Passport,” which is securely backed by blockchain technology. This digital passport provides a transparent and tamper-proof overview of the product’s origin and journey, ensuring that key information — from raw materials to final production — is easily accessible. Designed with inclusivity in mind, this solution is not limited to luxury giants, but can also be implemented by independent designers who seek to build trust and prove the authenticity of their creations.

What does it include?

• Verified materials & supply chain data
• Production conditions, origins and ethics score
• Environmental impact overview
• Cultural and design story

Consumers would access this passport through a simple scan, ensuring full visibility into the product’s journey.

Supporting Features & Future Directions:

To further enhance the passport’s usefulness and impact, the project also explores a future-facing AI integration that would allow users to compare the following characteristics between a real and a replica:
• Fabric and stitching quality
• Production transparency
• Durability and reparability
• Worker rights and pay conditions

This concept is ideal for education and buyer decision-making and reinforces why “it looks the same” doesn’t mean “it is the same”.

Sustainability Commitment:

The Digital Authenticity Passport becomes a tool for conscious consumption by encouraging product longevity and repair instead of wasteful habits, offering clear insights into carbon footprint and material sourcing, simplifying the identification of low-impact choices, and shifting the fashion mindset from owning more to owning better.

By shifting the focus from consumption to conservation, brands strengthen their commitment to the planet.

The Digital Authenticity Passport is not just a tool — it’s a new standard.
It turns fashion into an ecosystem of trust, where value is visible, stories are respected, and both people and the planet are part of the process.