Stefano Rosso has stepped into a key leadership role at the Aura Blockchain Consortium, marking a new phase for an initiative that has grown beyond its early ambitions. Founded in 2021 by major luxury groups including LVMH, OTB Group, Prada Group, and Richemont, Aura aims to bring blockchain technology into the luxury industry. Today, it connects more than 50 brands and has logged over 80 million products on its system.
Rosso, currently CEO of Marni and chairman of Maison Margiela, takes over from Lorenzo Bertelli, who led the consortium from the start. His appointment comes as Aura moves beyond an experiment to a working system many brands rely on to track products and share verified information with customers.
Aura stands out by using blockchain to give each product a digital identity. This lets customers check where an item comes from, how it was made, and if it is authentic. In an industry where trust matters as much as design, this transparency is increasingly important. It also supports a shift toward more thoughtful buying, where people want to know the story behind their purchases.
Rosso sees Aura as more than a technical tool. To him, it represents a broader idea of how luxury should evolve. As supply chains grow more complex and global expectations change, brands face pressure to be more open and responsible. New regulations and shifting markets also force companies to rethink how they operate. In this environment, working alone is no longer enough.
Aura’s collaborative model brings competitors and partners onto the same platform, creating a shared system that benefits everyone. This includes sectors beyond fashion, such as jewellery, cars, and spirits. The goal is not just compliance but also creating long-term value and a better customer experience.
Rosso’s leadership is expected to advance this idea, helping Aura become a global standard for tracking and verifying luxury products. His experience across multiple brands gives him practical insight into both the creative and operational sides, which could help bridge the gap between technology and everyday use.
As Aura expands, its success will depend on balancing innovation with real-world needs. If it succeeds, it may quietly reshape how people interact with luxury goods, making transparency a basic expectation rather than a bonus.
