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Loro PianaCertified Excellence

Insight

A traceable legacy.

Loro Piana is one of the few clothing manufacturers that can claim its textiles are made of the finest fibres in the world. It is also one of the few to control its entire production process.

In the Aura Blockchain Consortium, Loro Piana cannot only guarantee the authenticity of luxury products but also provide traceability for every step of the vertically integrated production processes in pursuit of a more transparent and enriching experience.

Close-up of a coiled white rope, showing the texture and tight twists of the fibers in a circular pattern. The image is in grayscale, emphasizing the details and shapes of the rope strands.
A woman with wavy, shoulder-length dark hair wearing a light-colored coat stands indoors near a sunlit window and wooden table, looking down thoughtfully.

Idea

From field to factory to store.

With the launch of the exclusive The Gift of Kings® pieces approaching, Loro Piana sought to leverage Aura Blockchain’s advanced technology. AKQA collaborated to develop a web app, allowing customers to scan a QR code on their garments to track their journey from the field to the shop floor, serving as both ownership and a certificate of authenticity.

To further elevate the experience, Loro Piana surprised customers with a collection of limited edition NFTs. These 20 artistic interpretations, created in collaboration with London-based artist Charlotte Taylor, depict each step of the handmade garment production process using The Gift of Kings® fibres.

A person in a white coat works on a large pattern or fabric on a wooden table in front of a tall window with green trees outside, illuminated by a large overhead lamp.

The initiative was successfully introduced at the private opening event of Loro Piana’s new store, House of Sensations, located in Palo Alto, known for its concentration of technology companies. The event showcased the Weston Jackets and Vidal Coats from the Spring/Summer 2023 collection, accompanied by 10 NFTs for each garment offering a glimpse into the creation process by Charlotte Taylor.

A storefront with a maroon facade features the Loro Piana logo in elegant white script above large display windows showing mannequins dressed in upscale clothing and a wall of neatly arranged colorful items inside.
Two mannequins display a black coat and a white coat in a stylish boutique, with fabric rolls on shelves and a large scenic photo backdrop behind them featuring a sunny room with trees visible through windows.
A smartphone displaying a digital ownership certificate for The Weston Jacket is partially tucked into the pocket of a beige jacket. The screen shows a garment image and certificate details.

Impact

360-degree transparency.

Loro Piana found the perfect balance between craft, tradition and a digital presence. Here, the time-honoured technology of engineering exquisite fibres meets the breakthrough technology of blockchain certification.

The venture was met with media coverage that praised the Maison for hailing in the future of fashion.

As part of its goal towards total transparency, Loro Piana has decided to extend the use of technology across all Excellences collections into the future, continuing to tell the unique stories of every piece created.

  • Winner

    Best use of Web3 Technology

  • Wood Pencil

    Luxury

  • The Wall Street JournalFollowing the journey from farm to boutique ↘
  • WiredLoro Piana is Shepherding the future of fashion thanks to blockchain technology ↘
  • FlauntThe Italian brand introduces digital certification ↘
  • RainLoro Piana opens a new store in Palo Alto and introduces a blockchain traceability program ↘

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