The Italian Maison Loro Piana launches a collaboration with Aura Blockchain Consortium that ensures and defines its luxury.

Loro Piana&nbsp;is synonymous with the finest&nbsp;cashmere&nbsp;on the market. The Italian fashion house, founded in 1924 by Pietro Loro Piana, specializes in the finest textiles to create the most beautiful&nbsp;clothing. With a continuous focus on&nbsp;biodiversity, local communities, and the environment, the Maison ensures that the entire creation process, from sourcing to finished product, ensures its&nbsp;Italian&nbsp;excellence.

Loro Piana's newest&nbsp;boutique, located in Palo Alto, California, offers customers a refreshed, minimalistic shopping experience. The iconic&nbsp;kummel&nbsp;color of the store's exterior and the neutral&nbsp;blue, beige, and gold colors reference the nuance of its delicate&nbsp;fabrics. In light of the updated boutique, the house similarly announced its collaboration with Aura&nbsp;Blockchain&nbsp;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&nbsp;digital&nbsp;certification service. Featured in the tag of 20 of the house's pieces, the QR code allows customers to trace the&nbsp;sustainable&nbsp;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"&nbsp;wool&nbsp;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&nbsp;artist&nbsp;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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