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Where the metaverse and Web3 seem to have fallen short,blockchain remains, still standing as the holy grail of traceability in the luxury sector<\/b>.<\/p>\n
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Following the appointment of Marcel H\u00e4rtlein, 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<\/b> to evolve. This strategic position, made official on April 28, goes to Stefano Rosso<\/b>, CEO of Marni and President of Maison Margiela.<\/b><\/p>\n
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Founded in 2021 under the leadership of<\/b> four luxury industry players serving as founding members (LVMH, OTB Group, Prada Group, and Cartier<\/b>), this non-profit organization aims to transform the way luxury goods are tracked, authenticated, and presented to customers using blockchain technology.<\/b><\/p>\n
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The Aura Blockchain Consortium presents itself as the tailored response to the crisis of confidence<\/b> currently facing the luxury sector<\/b>, as its blockchain-based technological infrastructure is capable of democratizing real-time traceability<\/b> 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.<\/p>\n
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Having become a true catalyst uniting brands, partners, and stakeholders<\/b> around a shared infrastructure, the consortium aims not only to meet emerging regulatory requirements<\/b>, but also and above all to generate a competitive advantage and sustainable value for its members.<\/b><\/p>\n
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Since its creation at the start of the decade, the entity has grown to now include more than 50 luxury brands<\/b>, primarily from the worlds of fashion, watchmaking and jewelry, automotive, and wines and spirits.<\/b><\/p>\n
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In addition to strengthening certain areas already covered, such as fashion<\/b> (Another Tomorrow), automotive<\/b> (Brabus), and furniture<\/b> (Savio Firmino), the consortium has expanded into other business sectors<\/b> with new members from the yachting<\/b> (Axopar) and luxury perfumery<\/b> (Amouage) industries.<\/p>\n
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To date, the Aura Blockchain Consortium has recorded over 80 million products listed on its blockchain<\/b>, helping to \u201credefine the industry\u2019s standards of authenticity and transparency<\/b> through technology, while providing millions of customers with verifiable and reliable information regarding products and their traceability,\u201d the press release states.<\/p>\n
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The new president of the Aura Blockchain Consortium,Stefano Rosso<\/b>, stated: \u201cThe complexity of the challenges facing the industry today<\/b> \u2013 from transparency and sustainability to new geopolitical dynamics<\/b> that are reshaping value chains, market access, and global standards<\/b> \u2013calls for an increasingly collective approach<\/b>. 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.\u201d<\/p>\n
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Stefano Rosso succeeds Lorenzo Bertelli, Director of Marketing & CSR at the Prada Group<\/b>, who has led Aura since its inception, playing a key role in shaping its vision and global positioning.<\/p>\n
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