Prada successfully launched the line of unique jewelry made of recycled gold,
showing consistency in sustainable development and supporting environmental sustainability
Prada Fine Jewelry Campaign featuring Somi Jeon Photo by David Sims
By Anna Grigoryeva
Italian brand Prada presented its first-ever line of premium jewelry “Eternal Gold”. Fine jewelry is entirely made of certified recycled gold, which is an absolute novelty for the world's premium segment.
This is the first collection of jewelry made of recycled gold presented by a global luxury brand. The "Eternal Gold" line consists of 48 pieces, which were developed by a team of jewelers under the guidance of Timothy Iwata, former director of global innovation at Cartier.
Miuccia Prada herself also provided creative supervision. It's the first jewelry line of its kind, marking the brand's eco-focus. It took 14 months to develop the collection. It includes unisex pieces in a minimalist but bold aesthetic, typical of Prada.
Prada cooperates exclusively with precious metal and stone suppliers that meet the highest industry standards in terms of human rights, labor safety, environmental impact and business ethics.
Recycled gold for Prada is extracted only from suitable recycled sources, which include industrial gold, electronic components and valuable second-hand metals. All stages and achievements of the chain of responsible production of used gold and diamonds are verifiable and traceable through the platform.
In his debut collection, Iwata drew on Prada's stylistic heritage, combining tradition and innovation.
At the heart of the collection is an interpretation of the signature triangular image with the Prada logo engraved on it. For example, the clasps on the earrings and the necklaces have a triangle shape, rounded corners are protruding and the heart-shaped bottom of the pendant and the main element on
the bracelet stand out thanks to the volume facets. The collection also features timeless jewelry symbols such as a snake and a heart.
The brand successfully presented an advertising campaign "Eternal Gold" authored by famous British photographer David Sims, who shot models Amanda Gorman, Somi Chon and Maya Hawke in gold necklaces, bracelets, earrings and pendants. Every material is traceable through a chip registered on the Aura Blockchain Consortium – a platform initially founded by LVMH, Prada Group and Richemont to increase transparency in the industry.