Farfetch Ltd (NYSE : FTCH), a digital platform for luxury fashion featuring brands like Balenciaga, Burberry, Gucci, and more, will begin accepting Bitcoin and other cryptocurrencies for payment.

The company will have a pilot program that will begin with luxury European stores in Paris, London, and Milan. All U.S., U.K., and European customers will be able to use Bitcoin and cryptocurrency payments with Farfetch later this year.

The digital platform is partnering with Lunu, a Berlin-based crypto payment infrastructure provider to integrate the necessary systems for accepting Bitcoin. Lunu will also provide point-of-sale terminals for brick-and-mortar store payments so that customers may scan a QR code with their phones for Bitcoin payments.

Accepting Bitcoin payments is a growing trend in the luxury brand industry as a number of companies like Balenciaga, Gucci, Tag Heuer, SFLMaven, and Continental Diamond have already enabled Bitcoin as a payment option for customers.