Brands are attaching the virtual identifiers to their products to comply with upcoming regulations, and see potential side benefits that could make for a better user experience- if they can get customers to notice.

Buy a pair of Maison Margiela Tabis, a BULGARI necklace or a Lalique vase and there's a good chance it will now come with its own digital identity.

While the exact contents of what the industry calls digital product passports can vary, most at a minimum will include a digital certificate of authenticity and information about the item's manufacturing. Many brands are also adding perks for customers: Lalique's DPPs, for example, offer an augmented reality-enabled, 3D twin of the object so you can easily see how it might look around your living space. The DPP attached to Dior's B33 sneakers provides exclusive details on upcoming sneaker releases. (Consumers typically access DPPs through a QR code, a tiny electronic NFC chip that's scannable by phone or AI fingerprinting that uses the phone's camera.)