Prada Group, together with LVMH and Cartier, announces the creation of the Aura Blockchain Consortium which will promote the use of a single global blockchain solution (register of data and information, managed unambiguously and securely) open to all luxury brands worldwide to provide consumers with additional transparency and traceability. With this application, the consumer will access to product history and proof of authenticity, easily and transparently follow a product’s lifecycle, from conception through distribution. Through unprecedented collaboration, Prada Group, LVMH and Cartier continue to raise the industry standards to drive change and increase customers and public trust. Lorenzo Bertelli, Prada Group Head of Marketing & Head of Corporate Social Responsibility: “In an incredible journey together with our luxury partners and in a trustful collaboration never seen before in our sector, we have created an exceptional and innovative project aiming to put our customers at the very center creating major values to them through a sustainable authentication system which will unlock future possibilities”.
n° 64 - 29 April 2021