Italian brand Prada has announced its first-ever Eternal Gold jewellery line, and it has revolutionised the jewellery industry as we know it.
Focusing on sustainability and transparency, Prada used certified recycled gold for the collection. Each piece is traceable thanks to a chip registered with the Aura Blockchain consortium – a platform founded by LVMH, Prada Group and Cartier to increase transparency in the industry – which not only confirms authenticity, but is also embedded in 100% recycled paper. This unprecedented move comes after the house replaced nylon with recycled nylon, and once again demonstrates its forward-thinking approach to luxury.
Eternal Gold, a collection that took 14 months to develop, embodies Prada’s minimalist approach and is instantly recognisable; the triangle emblem is reinterpreted as earrings and pendants. The collection features sculptural pieces as well as necklaces in which huge hearts dangle from a chain dotted with triangles.
What’s the best way to announce a world-changing collection? Certainly with women who can make a difference. Award-winning poet and activist Amanda Gorman, French actress, model and singer Maya Hawke and musician Somi Jeon were adorned with jewellery and photographed by David Sims for the Eternal Gold campaign.
