The Aura Blockchain Consortium has a new leader in its effort to create digital identities for the world’s luxury goods.
On Thursday, the group announced the appointment of Marcel Härtlein, previously group head of digital and IT at crystal maker Lalique — itself an Aura member — as its new chief executive and general secretary.
Härtlein becomes Aura’s third CEO since its founding in 2021 by an alliance of luxury players including LVMH, Prada, Richemont-owned Cartier and later OTB Group. The companies sought to create blockchain-based digital identities — now commonly called digital product passports, or DPPs — for their goods as a way to enable greater traceability and transparency. Many have also begun using the technology to offer customers digital services and enhance storytelling around their products. To date Aura says it has logged more than 80 million luxury items on its blockchain, and that its membership has grown to include more than 50 brands.
Härtlein succeeds Aura’s previous CEO, Romain Carrere, who the organisation said left over the summer to pursue other opportunities. Härtlein’s focus will be on expanding Aura’s global membership and introducing new services that provide greater value for luxury customers.
Many fashion players in luxury and beyond are now working to create DPPs for their products in preparation for upcoming EU regulations that will mandate them for fashion and textile products. The regulations are due to begin rolling out in the coming years.
Learn more:
Millions of Luxury Products Have Digital IDs. Is Anyone Using Them?
Brands are attaching the virtual identifiers to their products to comply with upcoming regulations, and see potential side benefits that could make for a better user experience — if they can get customers to notice.
