The love story between luxury brands and Web3 continues.

At this year’s Paris Blockchain Week, LVMH presented the latest developments around its Aura Blockchain Consortium.

First launched in 2021, the consortium, which includes Prada Group, OTB Group, and Cartier, focuses on promoting more sustainable trends in the fashion world and helping members upgrade their products’ traceability via blockchain technology.

“When you talk about luxury, you are talking about long-term products, repair, and care,” Frank Le Moal, vice-chairman of Aura Blockchain Consortium and LVMH’s CIO, told Decrypt. “Digital passports backed by a blockchain are a way to provide better repair and care services to customers, and to develop a better one-to-one relationship with them.”

OTB Group, which holds famous brands like Diesel, Maison Margiela, Marni, Viktor&Rolf, and Jil Sander, was one of the first entities to join the Consortium.

The CEO of the group’s web3 subsidiary BVX, Stefano Rosso, is convinced that blockchain technology is going to “change the way we interact, consume, socialize, and communicate,” he told Decrypt.

“For us, it was fundamental to jump on the boat now. It was the right moment to

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Author: Mattis Meichler

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