Loro Piana's new traceability service

Loro Piana has always been recognised globally as a maison of timeless elegance, capable of translating its passion for quality materials into modern garments. The production of Loro Piana products is a symbol of excellence made in Italy, without compromise: through targeted internal controls, every step in the supply chain is carried out with great care for the environment, biodiversity and local communities. This year, to further deepen the brand's transparency, Loro Piana has announced along with the opening of a new boutique in California a digital authenticity and traceability service in partnership with Aura Blockchain Consortium.

Equipped with a QR code, twenty Loro Piana garments made from The Gift of Kings® wool will tell customers all about the story of their manufacture and the origin of their fibre. The code will make it possible to register the ownership of the garment and ensure that its history remains documented as it passes from generation to generation. Each garment in the collection in the Palo Alto shop also corresponds to a 3D digital artwork created by Charlotte Taylor, the London-based artist and founder of the Maison de Sable studio who took inspiration from The Gift of Kings® wool for the event. Described as an «artist of dreamlike worlds,» Taylor ranges from architecture to interior design, using 3D reality as a medium for real and fictional, metaphysical and cinematic journeys.