Milan, Italy
Prada keeps its word regarding its sustainable efforts, striking gold with its new eco-friendly jewelry launch.
Dubbed “Eternal Gold,” the accessories are made out of 100% certified recycled gold as an extension of the house’s commitment to sustainability.
Launching after 14 months of development, the 48 jewelry pieces are designed for all genders, boasting a minimalist yet bold aesthetic true to the Prada brand.
The collection was created with the future in mind where pieces are treated as heirlooms and passed down through generations.
Taking the notion a step further, Prada reinterpreted what the word “eternal” meant in today’s context and derived that sustainability should be the cornerstone of its inaugural fine jewelry line.
Showcased in a campaign starring Amanda Gorman, Maya Hawke, and Somi Jeon, the jewelry collection features a range of pieces from heart-shaped earrings to chunky chokers toting large Prada Triangle pendants, all comprised of recycled gold (and ethically-sourced diamonds, of course).
Prada even goes the extra mile, allowing its clients to track the journey of its Eternal Gold products via the Aura Consortium Blockchain, a non-profit association created by LVMH, Prada Group, and Cartier (Cartier on behalf on Richemont), focused on increasing visibility across luxury houses.
Through the platform, Prada clients can verify their jewelry’s authenticity and follow the product from its origins to the production process.
The press release states: “Prada fine jewelry is embedded in sustainable practice that informs 21st-century luxury, alongside time-honored artisanal techniques and precious gems and metals.”
Project: Eternal Gold
Designers: Prada
Manufacturer: Prada
