Loro Piana refines luxury with the Aura Blockchain Consortium
Photo credit: Courtesy of Loro Piana
FIT FOR A KING
Loro Piana is redefining the value of premium luxury with its new authenticity and traceability initiative certified by the Aura Blockchain Consortium.
Photo credit: Courtesy of Loro Piana
Loro Piana is the epitome of an “if you know, you know” type of luxury brand. It is a brand dedicated to quintessential quality and unparalleled excellence; Therefore, when one invests in Loro Piana, one understands its inherent value, and ultimately develops an emotional connection to that piece.
Timed for the much-anticipated opening of its new Palo Alto concept store, Loro Piana revealed its latest initiative with the Aura Blockchain Consortium, which was founded with the mission of communicating authenticity, responsible sourcing and sustainability in a secure digital format within luxury. society. Loro Piana’s new authenticity and traceability service allows its clientele to fully immerse themselves in the intricate world of Loro Piana’s production and its most precious fibers, including The Gift of Kings®.
Photo credit: Courtesy of Loro Piana
“Loro Piana is a love story,” explains Giulio Bergamaschi, Strategic Missions Director at Loro Piana. “We are in love with the fibers we produce at Loro Piana – one of them is The Gift of Kings®, our favorite fiber. It is the thinnest wool in the world from the merino sheep, measuring just 12 microns (for reference, our hair is 60 microns ), and it took over 30 years to perfect.” In fact, The Gift of Kings® takes its name from kings of Holland, England and France who gave the world’s most delicate fibers as the most luxurious and honorable gift.
Photo credit: Courtesy of Loro Piana
Today, Loro Piana gives the gift of traceability to its client. “We achieve this emotional feeling of owning a Loro Piana piece by controlling the value chain, from fiber selection and making to raising the fibers to a masterpiece. While we control the chain and innovation, we improve and preserve nature,” says Bergamaschi. The integration of the blockchain with a QR code in Loro Piana’s rich storytelling allows clients to be part of the journey to understand the steps of production, to have the option of authentication and ownership services, and finally to transfer the “know-how” to the next generation .
Photo credit: Courtesy of Loro Piana
Last week, Loro Piana introduced a limited and numbered series of The Gift of Kings® garments exclusively for the new Palo Alto store that will include a unique NFT created by artist Charlotte Taylor with purchase. Once purchased, customers will scan a QR code to confirm the authenticity and traceability of the item’s origin, as well as see its unique story from farm to consumer through its digital certification service.
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