Loro Piana launches an authenticity and traceability service at its new store in Palo Alto

Ready-to-wear luxury brand Loro Piana has announced the launch of a new digital certification service with the Aura Blockchain Consortium, to help ensure the authenticity, traceability and excellence of its luxury products.

Coinciding with the opening of its new boutique in Palo Alto, California, transparent digital certification debuts on the labels of twenty garments made from ‘The Gift of Kings’ wool and sold at the Palo Alto store.

The new boutique in Palo Alto houses the latest Loro Piana clothing and accessories collections, offering customers a complete shopping experience. On the garments, customers will find a QR code to scan and verify the authenticity and traceability of the item, telling its unique story, from farm to store.

Customers can also record ownership of their purchase, which, according to a legacy traceability approach, can be passed down from generation to generation after the certificate of ownership is passed on.

Additionally, each piece in the collection is associated with an exclusive digital artwork by London-based artist Charlotte Taylor, from The Gift of Kings as 3D sculptures. Taylor, founder of the Maison de Sable studio, is a “dreamscape artist”, specializing in the creation of 3D representations that can also be translated into tangible architecture and interior design projects.

The Aura Blockchain Consortium was established in 2021 by five leading luxury groups and is a recognized non-profit association based in Switzerland. Luxury groups, including LVMH, Mercedes Benz, OTB, Prada Group and Richemont, aim to address the shared challenges of communicating authenticity, responsible sourcing and sustainability in a secure digital format.

Looking ahead, starting with the Spring/Summer 2023 collection, transparent digital certification will be extended to new products made with The Gift of Kings available in all Loro Piana stores around the world.