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.

BY ADRIENNE FAUROTE

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;thus, when one invests in a Loro Piana piece, one understands its inherent value, ultimately developing an emotional connection to that piece.

Timed to the highly anticipated opening of its new Palo Alto store, Loro Piana revealed its latest initiative with the Aura Blockchain Consortium, a group founded with the mission of authenticity, responsible sourcing, and sustainability in a secure digital format within the luxury community. Loro Piana’s new authenticity and traceability service allows its clientele to fully immerse themselves in the intricate world of the company’s production of its most precious fibers, including The Gift of Kings.

“Loro Piana is a love story,” explains Giulio Bergamaschi, the strategic missions director at Loro Piana. “We are in love with the fibers that we produce at Loro Piana — one of those being The Gift of Kings, our dearest fiber. It is the thinnest wool in the world from the merino sheep, measuring at just 12 microns (for reference, our hair is 60 microns), and took over 30 years to perfect.” In fact, The Gift of Kings got its name from kings in Holland, England, and France who were gifted the world’s most delicate fibers as luxurious, honorable gifts.

Today, Loro Piana gives the gift of traceability to its client. “We achieve this emotional sensation of owning a Loro Piana piece by controlling the value chain, from fiber selection and [creation] to elevating the fibers into a masterpiece. At the same time as we control the chain and innovation, we are enhancing and preserving nature,” notes Bergamaschi. Using a QR code to integrate the blockchain into Loro Piana’s rich heritage of storytelling allows clients to be a part of the journey in understanding the steps of production, to have the opportunity for authentication services and ownership, and ultimately to transmit the know-how to the next generation.