Aura Blockchain Consortium Has a New President

Aura Blockchain Consortium has just appointed Stefano Rosso, a luxury fashion professional, as its president. For the current CEO of Marni and President of Maison Margiela, this role involves not only representing this technology platform but also exploring the future of luxury through the lens of transparency, protection, and value.

Where the metaverse and Web3 seem to have fallen short,blockchain remains, still standing as the holy grail of traceability in the luxury sector.

Following the appointment of Marcel Härtlein, a former executive at the Lalique Group, as CEO and Secretary General last January, it is now the turn of the presidency of the Aura Blockchain Consortium to evolve. This strategic position, made official on April 28, goes to Stefano Rosso, CEO of Marni and President of Maison Margiela.

Founded in 2021 under the leadership of four luxury industry players serving as founding members (LVMH, OTB Group, Prada Group, and Cartier), this non-profit organization aims to transform the way luxury goods are tracked, authenticated, and presented to customers using blockchain technology.

At the Heart of New Expectations in Luxury

The Aura Blockchain Consortium presents itself as the tailored response to the crisis of confidence currently facing the luxury sector, as its blockchain-based technological infrastructure is capable of democratizing real-time traceability across the entire value chain of these major players. Through its work, it strives to enhance the customer experience while promoting more responsible and sustainable consumption patterns.

Having become a true catalyst uniting brands, partners, and stakeholders around a shared infrastructure, the consortium aims not only to meet emerging regulatory requirements, but also and above all to generate a competitive advantage and sustainable value for its members.

Since its creation at the start of the decade, the entity has grown to now include more than 50 luxury brands, primarily from the worlds of fashion, watchmaking and jewelry, automotive, and wines and spirits.

In addition to strengthening certain areas already covered, such as fashion (Another Tomorrow), automotive (Brabus), and furniture (Savio Firmino), the consortium has expanded into other business sectors with new members from the yachting (Axopar) and luxury perfumery (Amouage) industries.

To date, the Aura Blockchain Consortium has recorded over 80 million products listed on its blockchain, helping to “redefine the industry’s standards of authenticity and transparency through technology, while providing millions of customers with verifiable and reliable information regarding products and their traceability,” the press release states.

The new president of the Aura Blockchain Consortium,Stefano Rosso, stated: “The complexity of the challenges facing the industry today – from transparency and sustainability to new geopolitical dynamics that are reshaping value chains, market access, and global standards –calls for an increasingly collective approach. Only through collaboration can we build truly scalable and sustainable solutions. Aura was created precisely for this purpose: to enable the industry to move forward together, faster and with greater impact.”

Stefano Rosso succeeds Lorenzo Bertelli, Director of Marketing & CSR at the Prada Group, who has led Aura since its inception, playing a key role in shaping its vision and global positioning.