Prada's fine jewelry line, ETERNAL GOLD, comprising of pieces all made in 100% certified recycled gold, just launched.
The Italian house's focus on sustainability is a continuation of its efforts towards responsible practices, as previously demonstrated by its shift from nylon production towards recycled Re-Nylon.
The campaign was shot by David Sims and featured poet Amanda Gorman, actor Maya Hawke, and musician Jeon Somi — three rising stars in their early 20s who are serving as the faces of the next generation.
The label took a different approach to craft the collection. Everything reflects the elegantly minimalist Prada aesthetic.
Additionally, the sustainability element comes with each jewel being made completely from certified recycled gold and ethically sourced diamonds that are traceable through an embedded chip.
Anyone who buys a piece from the collection will be able to log into the Aura Blockchain Consortium (which is a platform founded by LVMH, Prada Group, and Cartier in 2021 with the goal of increasing transparency in the luxury sector) to look up the provenance of the item.
The chip will prove authenticity as the pieces become heirlooms and are passed down through generations.