Prada Launches Its First-Ever Fine-Jewelry Collection

Prada Eternal Gold

Italian luxury fashion house Prada has launched its first fine-jewelry collection.

Titled ‘ETERNAL GOLD’ the genderless capsule encompasses 48 pieces such as snake bracelets, heart motifs, chain necklaces, and ribbon chokers. Of the 48 timeless objects, 10 are available for made-to-order, ranging in prices from four figures to 60,000 USD. Together, they express strength, presence, passion, affection and love.

Timeless, precious, rare, the collection is also the world’s first fine jewelry made with 100% recycled gold, using the industry’s most rigorous standards set by the Responsible Jewelry Council. It is embedded in sustainable practice that informs twenty-first century luxury, alongside time-honored artisanal techniques and precious gems and metals. Prada fine jewelry customers can trace transparency on origins, sourcing and production chains as well as verify the authenticity of their pieces on the Aura Consortium Blockchain’s platform.

‘Conscious and responsible, the debut of the Eternal Gold fine jewelry collection reflects Prada’s ongoing commitment to sustainability across every facet of its business, and a constant challenging of the conventions of modern luxury,’ said Lorenzo Bertelli, Prada Group Head of Corporate Social Responsibility in a press release.

To mark the debut of the collection a campaign lensed by David Sims and featuring award-winning American poet and activist Amanda Gorman; American actor, model, and singer-songwriter Maya Hawke; and Dutch-Korean-Canadian musician Somi Jeon has been released. Juxtaposing classic portraits with reflections rendered in gold – gilded youths, the campaign celebrates exceptional personalities, whose contribution to culture is lasting and creativities truly stand outside time.

The Prada Eternal Gold collection is available now in select stores worldwide and will become available online in select countries starting October 17. Check out the stunning monochrome campaign images here.

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