The Italian Maison launches a collaboration with Aura Blockchain Consortium that ensures and defines its luxury.&nbsp;

<a href="https://www.lofficielusa.com/fashion/maggie-q-loro-piana-cocooning-collection" target="_blank" rel="noopener">Loro Piana</a> is synonymous with the finest <a href="https://www.lofficielusa.com/shopping/best-cashmere-pieces-for-the-winter-season" target="_blank" rel="noopener">cashmere</a> on the market. The Italian fashion house, founded in 1924 by Pietro Loro Piana, specializes in the finest textiles to create the most beautiful <a href="https://www.lofficielusa.com/fashion/spring-2023-dress-trends-runway-style-fashion" target="_blank" rel="noopener">clothing</a>. With a continuous focus on <a href="https://www.lofficielusa.com/beauty/ysl-beauty-sustainability-initiative-rewild-our-earth-earth-day" target="_blank" rel="noopener">biodiversity</a>, local communities, and the environment, the Maison ensures that the entire creation process, from sourcing to finished product, ensures its <a href="https://www.lofficielusa.com/art/tods-aria-ditalia-italian-culture-artists" target="_blank" rel="noopener">Italian</a> excellence.&nbsp;

Loro Piana's newest <a href="https://www.lofficielusa.com/fashion/new-nyc-store-openings-to-attend-this-year" target="_blank" rel="noopener">boutique</a>, located in Palo Alto, California, offers customers a refreshed, <a href="https://www.lofficielusa.com/travel-living/frama-interior-design-scandanavian-minimalism-sustainability" target="_blank" rel="noopener">minimalistic</a> shopping experience. The iconic kummel color of the store's exterior and the neutral <a href="https://www.lofficielusa.com/fashion/blue-color-trend-spring-2023" target="_blank" rel="noopener">blue</a>, beige, and gold colors reference the nuance of its delicate <a href="https://www.lofficielusa.com/fashion/floral-fabrics-fall-winter-2021-fashion-trend" target="_blank" rel="noopener">fabrics</a>. In light of the updated boutique, the house similarly announced its collaboration with Aura <a href="https://www.lofficielusa.com/pop-culture/celebrities-on-the-crypto-art-craze" target="_blank" rel="noopener">Blockchain</a> Consortium which emphasizes Loro Piana's obsession with excellence.&nbsp;&nbsp;

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 <a href="https://www.lofficielusa.com/beauty/the-next-beauty-influencers-are-digital-metaverse-nars-prada" target="_blank" rel="noopener">digital</a> certification service. Featured in the tag of 20 of the house's pieces, the QR code allows customers to trace the <a href="https://www.lofficielusa.com/shopping/sustainable-knitwear-fashion-shopping-cashmere-wool" target="_blank" rel="noopener">sustainable</a> 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.&nbsp;

With the new Aura Blockchain Consortium collaboration, Loro Piana is releasing 20 special "The Gift of Kings" <a href="https://www.lofficielusa.com/shopping/winter-coats-for-men-shopping" target="_blank" rel="noopener">wool</a> 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 <a href="https://www.lofficielusa.com/art/kelly-rowland-sothebys-curator-art-auction" target="_blank" rel="noopener">artist</a> 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.&nbsp;

Photos courtesy of Loro Piana.

Loro Piana Focuses on Authenticity and Traceability With New Digital Certification Service

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