It is not something new to the market that a luxury fashion brand develops a fine jewellery line. Chanel, Dior, and Hermès are a few names on a long list. But Prada’s new fine jewellery collection, ETERNAL GOLD, is the first genuinely sustainable collection from a global brand to use 100% certified recycled gold.
Prada’s new jewellery collection is 100% transparent.
The sustainable precious metal used in Prada’s jewellery collection complies with the ‘Chain of Custody’ standards set by the Responsible Jewellery Council. It means every step of Prada’s responsible gold and diamond production chain is verifiable and traceable – something offered by no other fine jewellery or luxury fashion house in the world.
Firstly, Prada partners exclusively with precious metals and stone suppliers who meet the highest industry standards concerning human rights, labour safety, environmental impact, and business ethics. On top of that, Prada is the only jewellery brand that makes it possible to trace stones of all sizes. Conventionally, traceability is only feasible with stones of 0.5 carats or larger.
In summary, the entire value chain can be traced, from mining to cutting, setting and polishing – every step of every diamond’s life.
Tradition and technology setting together
All records of Prada’s jewellery have been logged on the Aura Consortium Blockchain ́s platform and can be accessed by Prada fine jewellery customers. The journey of individual pieces will be accessible to Prada’s clientele, allowing them to trace the provenance of every aspect. This radical transparency on origins, sourcing and production chains gives a modern consciousness to fine jewellery, shifting outdated industry standards to mirror societal change.
The design
Prada’s jewellery debut collection proposes a foundation of neo-classic, everlasting pieces. The collection is comprised of eternal shapes with constant resonance. Snake bracelets, heart motifs, chain necklaces, ribbon chokers – defining shapes and forms of fine jewellery are signs and signifiers of affection and love.
Prada’s new fine jewellery collection faces strong women such as the award-winning American poet and activist Amanda Gorman; the American actor, model, and singer-songwriter Maya Hawke; and Dutch-Korean-Canadian musician Somi Jeon. The campaign image was Photographed by David Sims; classic portraits are juxtaposed with reflections rendered in gold.