Prada, the renowned luxury fashion brand based in Milan, has ventured into the world of fine jewellery with a strong emphasis on sustainability. Their latest release, the ‘Eternal Gold’ collection, is a groundbreaking feat as it exclusively uses 100% certified recycled gold. This move by Prada marks a significant milestone in the industry, making them the first luxury fashion house to produce a collection using only recycled gold.
Prada’s approach to jewellery aligns perfectly with the idea of creating timeless pieces that can be cherished and passed down through generations, all while prioritizing sustainability. In order to ensure the authenticity and ethical sourcing of their gold, Prada adheres to the chain of custody standards set by the Responsible Jewelry Council. This means that every step and aspect of Prada’s responsible gold and diamond production chain is verifiable and traceable.
Timothy Iwata, the head of jewellery at Prada, emphasizes the uniqueness of Prada’s approach, stating, “Prada’s recycled gold is derived solely from eligible recycled material sources, including industrial gold and post-consumer precious objects. We exclusively partner with suppliers of precious metal and stones that meet the highest industry standards for human rights, labor safety, environmental impact, and business ethics.”
In addition to using recycled gold, Prada goes above and beyond in ensuring traceability by offering customers the ability to verify the authenticity of their rings, necklaces, and bracelets through the Aura Consortium’s blockchain platform. This platform provides customers with confidence in knowing the origin and quality of their purchased items.
The Eternal Gold collection was unveiled at the Prada Foundation’s Osservatorio venue in Milan, where it showcased the brand’s signature reinterpretation of classic jewellery designs. The collection incorporates symbolic elements such as snakes, hearts, chains, chokers, and the iconic triangle logo. Each archetype is skillfully reimagined in true Prada fashion. For example, the snake is expertly crafted from smooth gold, symbolizing transformation and change in the realm of jewellery. The heart design features a rounded top and a sharp tip, reflecting the complexities of modern-day love.
Prada’s attention to detail and reinvention of jewellery archetypes can be seen in the design of the collection. The clasp, typically a subtle element, is transformed into a focal point with a sleek triangle and diamond pavé at each end. The chains and bracelets are thoughtfully crafted with rounded links on the inner side for ultimate comfort against the skin, while the outer side boasts jagged edges, adding visual interest. The snake bracelet, made with flexible titanium, is designed to be worn higher up on the forearm, paying homage to Cleopatra’s iconic style.
The prices for the Eternal Gold collection vary, with the simplest ring starting at €1,500 and the most precious item priced at €55,000. Prada has also enlisted renowned figures as ambassadors for the collection, including US poet and activist Amanda Gorman, US actress, model, and singer-songwriter Maya Hawke, and Korean-Canadian musician Somi Jeon.
Prada’s entry into the fine jewellery sector with a sustainable and traceable collection sets a new standard for luxury fashion houses. By utilizing recycled gold and providing transparency in their production processes, Prada showcases its commitment to ethical and environmentally-friendly practices. The Eternal Gold collection exemplifies Prada’s distinct approach to design and solidifies its position as a trailblazer in the fashion industry.
Useful links:
1. Responsible Jewellery Council
2. Aura Consortium
