Loro Piana Focuses on Authenticity and Traceability With New Digital Certification Service
The Italian Maison launches a collaboration with Aura Blockchain Consortium that ensures and defines its luxury.
Loro Piana is synonymous with the finest cashmere on the market. The Italian fashion house, founded in 1924 by Pietro Loro Piana, specializes in the finest textiles to create the most beautiful clothing. With a continuous focus on biodiversity, local communities, and the environment, the Maison ensures that the entire creation process, from sourcing to finished product, ensures its Italian excellence.
Loro Piana's newest boutique, located in Palo Alto, California, offers customers a refreshed, minimalistic shopping experience. The iconic kummel color of the store's exterior and the neutral blue, beige, and gold colors reference the nuance of its delicate fabrics. In light of the updated boutique, the house similarly announced its collaboration with Aura Blockchain Consortium which emphasizes Loro Piana's obsession with excellence.
Aura Blockchain Consortium was started in 2021 by five luxury groups in Switzerland. Focused on addressing the communication of authenticity, responsible sourcing, and sustainability in a digital format, the nonprofit association allows Loro Piana a new digital certification service. Featured in the tag of 20 of the house's pieces, the QR code allows customers to trace the sustainable authenticity of the wool. Further, Loro Piana clients can register ownership of products so that the pieces can be passed down, embracing the legacy-tracing approach so closely tied to the house.
With the new Aura Blockchain Consortium collaboration, Loro Piana is releasing 20 special "The Gift of Kings" wool pieces. This collection contains some of the oldest and most-prized wools in the world. Each year, the Italian Maison awards the farms in Australia and New Zealand that create the most exceptional bale of wool. For the collaboration, London-based dreamscape artist Charlotte Taylor illustrates the journey of "The Gift of Kings" as digital 3D sculptures for each of the 20 new pieces. Beginning in mid-March, the innovative digital service will be available from the Spring/Summer 2023 collection at Loro Piana stores all around the world.
