LVMH, Prada Group and Richemont announce the birth of the Aura Blockchain Consortium, a project that promotes the use of a single global blockchain solution open to all luxury brands worldwide, to ensure greater transparency and traceability for consumers. The technology offered by Aura Blockchain Consortium allows the consumer to have direct access to the history of the products and their guarantee of authenticity. Customers can easily and transparently follow the life cycle of a product, from its creation to distribution through reliable data throughout the process, thus strengthening the relationship with the reference brands. Bulgari, Cartier, Hublot, Louis Vuitton and Prada are already active on the platform.