Prada Launches Into Fine Jewellery
The Italian luxury brand announces its new line, Eternal Gold, made from recycled gold
Prada is joining other luxury fashion houses like Dior, Chanel and Louis Vuitton in the world of fine jewellery. The family-run company is positioning its new Eternal Gold line as a sustainable and environmentally friendly luxury alternative.
All the pieces in the collection come crafted from 100 per cent certified recycled gold, and they meet the ‘chain of custody’ standards set by the Responsible Jewelry Council marking the first time any international luxury brand has chosen that route. On top of this, the diamond gemstones used to embellish some of the pieces can be directly traced all the way to the original fair-trade mines from which they were acquired.
The pieces themselves clearly have used one of the brand’s most recognizable symbols as the foundation of their designs – the Prada triangle. In recent seasons it has once again become a keystone motif in the house’s ready-to-wear collections and accessories.
In its gold fine jewellery form, the triangle appears as large rounded three-dimensional earring dangling down the neck, the centre shape of an understated rin, the tip of a heart necklace or an undulating bangle bracelet that gets its sense of movement from the peaks and valleys made by the triangle’s emblematic shape. It even appears in more abstract forms, on say a diamond-embellished necklace.
Besides the jewellery striking too is the choice of who would be one of the faces of the debut campaign that introduces the Eternal Gold line to the world. Prada tapped Amanda Gorman, the award-winning poet, activist, and the United States’ first-ever National Youth Poet Laureate, for the task.
The brand has had a great track record when it teams up with Amanda. She famously wore a long sunshine yellow Prada pea coat and a fire engine red Prada headband to the inauguration of Joe Biden, where she recited her poem The Hill we Climb, to a global audience of millions.
Alongside Amanda, Prada also revealed that the Dutch-Korean-Canadian musician Somi Jeon and the American actor, model and singer-songwriter Maya Hawke were also shot by photographer David Sims for the line’s first-ever advertising campaign, which uses a striking gilded negative image effect to highlight the gold jewellery in some of the shots.
With its sustainable and ethical starting point, an ambassador with global goodwill and a design aesthetic that is both modern and evergreen Prada’s Eternal Gold line might just have hit paydirt.
With its sustainable and ethical starting point, an ambassador with global goodwill and a design aesthetic that is both modern and evergreen Prada’s Eternal Gold line might just have hit paydirt.
For more information, visit prada.com
Lead Image Supplied