Editor’s Note
The Aura Blockchain Consortium, a major alliance of luxury brands, has reached a significant milestone by registering over 40 million items on its platform. This achievement highlights the growing adoption of digital product passports, which enhance transparency and traceability for high-end goods.
The Aura Blockchain Consortium, a luxury brand alliance, has announced that the number of luxury items on its private blockchain has surpassed 40 million.
Aura has created digital product passports for these goods, containing various information ranging from traceability credentials to product stories.
The organization stated that these physical goods, endowed with digital product passports (typically accessed via NFC chips or QR codes), include over 800,000 items from brands such as Prada’s Eternal Gold fine jewelry collection, Loro Piana’s André shirts, Rimowa’s suitcases, as well as brands under the Italian OTB Group including Marni, Maison Margiela, and Jil Sander.
Aura was established in April 2021 by a consortium of luxury companies/brands including LVMH Group, Prada Group, and Richemont Group. OTB Group joined shortly thereafter.