Aura Blockchain

Aura Blockchain (2021)

Aura Blockchain is a non-profit association of luxury brands investing in technology to improve the customer experience.


Aura Blockchain was founded in 2021 by LVMH, Mercedes-Benz, OTB, the Prada Group and Richemont.

Up until today, Aura Blockchain offers more than forty prestigious brands – such as Dior, Bulgari and Louis Vuitton – its innovative services to improve the end-customer experience.

This collaboration enables its member companies to find solutions to common challenges such as communicating the authenticity of their products and responsibly sourcing sustainable materials.


One of the innovations of Aura Blockchain is the Digital Product Passport (DPP), an additional certificate of authenticity that could become mandatory in the European Union as early as 2026.

Aura Blockchain
Digital Product Passport

The PLR is nothing more than a QR code on the label of a high-fashion product. By scanning it with your smartphone, you can access all the information concerning the product’s creation cycle: from the search for raw materials to production and packaging, up to the terms of warranty. In particular, the garment’s environmental impact is quantified.

This technology has been used, for example, by Dior for its B33 trainer collection and by Bulgari for its Serpenti in Air bags.

Aura Blockchain
Dior, sneakers collection B33


The latest fashion house to join the consortium is Tod’s, which will start experimenting with the Digital Product Passport initially only with the iconic Di Bag. Each bag will be digitally linked to a traceability token accessible via an NFC (Near Field Communication) chip. In addition, customers will be able to have a digital avatar of the physical bag that will allow them to prove ownership.

Aura Blockchain
Tod’s Di Bag


Conclusions: Aura Blockchain is a non-profit association of luxury brands.

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