The ETERNAL GOLD Collection by Prada Fine Jewelry is Fascinating

Prada launched ETERNAL GOLD, the first fine jewellery collection by a major luxury brand to be made entirely from certified recycled gold in the month of October, 2022.

In addition to time-honored artisanal techniques and precious stones and metals, Prada's magnificent jewellery is filled with sustainable practises that inspire luxury in the twenty-first century.

Always inherent in the concept of fine jewellery is the idea of one-of-a-kind pieces created with the future in mind, to be handed down through generations and endure the test of time. ETERNAL GOLD, a new interpretation of this concept, is constructed with sustainability at its core, reflecting Prada's extensive commitment to conscious and responsible practises across every aspect of its business - including the transition of Prada's entire nylon production to its innovative recycled Re-Nylon.

Prada's magnificent jewellery contains only Certified Recycled Gold, in accordance with the Responsible Jewelry Council's 'Chain of Custody' criteria. Prada's gold and diamond supply chain is completely verifiable and traceable, unlike any other fine jewellery or high fashion business.

Prada's recycled gold is solely sourced from approved recycled material sources, such as industrial gold and post-consumer value items, in compliance with due diligence. Prada exclusively does business with suppliers of precious metals and stones that meet the highest industry standards for respect for human rights, worker safety, environmental impact, and business ethics.

Reducing the mining of new gold is helpful for both the environment and human rights, and although traceability of diamond origins was previously only possible for diamonds weighing at least 0.5 carats, Prada has broadened the concept to encompass diamonds of all sizes. It is possible to trace every phase of a diamond's life, from mining through cutting, setting, and polishing.

In a pioneering innovation for fine jewellery, records of this authentication have been published on the Aura Consortium Blockchain platform and are available to Prada customers who can verify the authenticity of their own jewellery.

Customers of Prada will have access to the origin of each component, allowing them to trace the journey of each item. This unprecedented transparency about origins, sourcing, and production chains gives fine jewellery a modern conscience, therefore modifying antiquated industry standards to match societal development.

Since its establishment in 1913, Prada has consistently created "luxury objects" by using precious materials and the highest level of Italian craftsmanship to create one-of-a-kind client propositions. ETERNAL GOLD is a new aspect of this worldview, which represents both timeless traditions and modern values and concerns. Entering the domain of fine jewellery for the first time, the first collection draws on Prada's style tradition, its timeless design language, to develop pieces that embody Prada's enduring characteristics.

The Prada triangle, a shape that has become synonymous with the fashion company, serves as the collection's centrepiece. Originally selected as a mark of luxury by Prada's founder Mario Prada, the triangle here represents the brand as a conceptual, wordless logo with global appeal.

This collection's foundation consists of ageless, neoclassical pieces. Examining, defining, and repeating archetypes, the collection is comprised of enduring forms with enduring resonance. Not only are snake bracelets, heart designs, chain necklaces, and ribbon chokers defining forms and shapes of fine jewellery, but they are also symbols of passion and love. Gold is the focus point - really eternal, an ancient material that is timeless and always valued, it is used in its natural form and colour, emphasising the integrity of Prada's supply chain.

There is a similarity between the triangle and the facets of diamonds, which is Prada's own archetype. The triangle appears as a clasp, earrings, and pendants, while its angles create chain links, hearts, and the head of a bracelet with a serpentine pattern. Pendants are enlarged and chain links are enlarged to create an impact on the spectator. These pieces of jewellery convey strength, presence, and fervour.

ETERNAL GOLD is, like all of Prada's works, a bold reworking of the fundamental concept of fine jewellery, an extension of its universe. Everlasting GOLD is a challenge to conventions and a departure from customs because it blends technology with fundamental humanity and matches the notion of perpetual pieces with a fundamental commitment to sustainable and ethical behaviour.

The Campaign

Timeless, rare, and precious. In celebration of the debut of ETERNAL GOLD, the first fine jewellery line made by Prada and the first collection of 100% certified recycled gold by a major luxury brand, a campaign recognises outstanding people whose creativity transcends time.

A group of remarkable individuals, championed for their skill and achievements, are honoured as individuals. Like each piece of fine jewellery, they are one-of-a-kind, and their cultural contributions are lasting. These include the poet and activist Amanda Gorman, the actress, model, and singer-songwriter Maya Hawke, and the Dutch-Korean-Canadian musician Somi Jeon.

Each image captures the spirit of the Prada ETERNAL GOLD collection, which is crafted from entirely sustainable recycled gold and ethically sourced, traceable diamonds, with radical transparency shown throughout the production of each item. Photographed by David Sims, conventional portraits are juxtaposed with gold-gilded reflections of children, as if the sitters were converted into diamonds. The recurrence of imagery emphasises the cyclical nature of Perpetual GOLD while also hinting to the eternal attraction of jewellery - an additional idea of the eternal. These images are, in the finest sense of the word, immutable, immortalised, and iconic because they collapse our notions of time.

There is a continuous interplay between the past and the future, which reflects the notion of an heirloom, in which exquisite jewellery is passed from generation to generation as emblems of endless love and dedication.ETERNAL GOLD, although evocative of traditional jewellery, radicalises their size, forms, and details to give them a really contemporary look, which is mirrored in this illustration's combination of ancient and contemporary concepts.

CREDITS:

Talents:

Amanda Gorman, Maya Hawke, Somi Jeon

David Sims is credited as the photographer

Direction artistique: Ferdinando Verderi

About the Talents

Amanda Gorman is the youngest inaugural poet in U.S. history. She is a staunch advocate for environmental conservation, racial equality, and gender equity. Poetry and advocacy by Amanda have been featured on the Today Show, PBS Kids, and CBS This Morning, as well as in the New York Times, Vogue, and Essence. After graduating from Harvard University with honours, she presently lives in Los Angeles, her city of origin. In 2017, Urban Word, a programme that supports Youth Poets Laureate in over 60 cities, regions, and states, named Amanda the first-ever National Youth Poet Laureate. Gorman's performance of "The Hill We Climb" during the inauguration of the President of the United States in 2021 drew widespread acclaim and attention.

In May of 2021, Amanda was the first poet to grace the cover of Vogue. In February of 2021, Amanda was featured on the cover of TIME magazine. She was featured on the cover of Porter Magazine in July 2021 and received the Artist Impact Award at the 2021 Backstage at the Geffen Awards. Amanda was one of five Power of Women honours and the cover star for Variety in 2022. She was also one of three Women of the Year cover stars for Glamour and one of four Icons issue cover stars for Harper's Bazaar. A unique edition of her first poem, "The Hill We Climb," was published in March of 2021. Her debut picture book, Change Sings, was released in September 2021, and her first poetry collection, Call Us What We Carry, was published in December 2021. Both volumes debuted at number one on the bestseller lists of The New York Times, USA Today, and The Wall Street Journal.

Maya Hawke is an actress and musician. Maya Hawke, one of Variety's Ten Actors to Watch in 2019, had her acting debut in the PBS adaptation of the classic novel "Little Women" and has since gone on to dazzle in film and television. Hawke joins the massively acclaimed Netflix drama Stranger Things for its third season. Hawke was nominated for an HCA Award for her depiction of Robin Buckley, the show's first LGBTQ+ character, which earned her the distinction of "breakout star" from Entertainment Weekly.Hawke will co-star opposite Camila Mendes in the Netflix films "Do Revenge" by Jennifer Kaytin Robin, "Revolver" by Andrew Stanton, and "Maestro" by Bradley Cooper. In the past, she has appeared in "Human Capital" with Liev Schreiber and Marisa Tomei, "Once Upon a Time in Hollywood" by Quentin Tarantino, "Ladyworld" by Amanda Kramer, and "Mainstream" by Gia Coppola starring Andrew Garfield.After the release of two successful independent singles in August 2019, Hawke's first album "Blush" was released through Mom+Pop in August 2020. Prior to the release of her album "Moss" on September 23, 2022, Hawke unveiled her newest single, "Therèse."

Somi Jeon is a Canadian-Dutch-Korean singer and songwriter. Somi came to national prominence as the winner of the competition series Produce 101 and a member of the series' project girl group, I.O.I. After receiving several awards as a member of I.O.I for best new group, Somi debuted as a solo artist. She debuted as a solo artist under THEBLACKLABEL on June 13, 2019 with her single album "Birthday," and her first studio album XOXO was released by Interscope Records on October 29, 2021. She has been on several magazine covers and was named one of Vogue's "12 Style Stars Who Will Make 2022 Exciting" Her songs have gathered tens of millions of views on YouTube, propelling her to the top of the Billboard Global 200 and World Digital Song charts.