It's Official, Prada Has a Heart of Gold
Prada keeps its word regarding its sustainable efforts, striking gold with its new eco-friendly jewelry launch.
Prada's "Eternal Gold" collection is essentially the brand's first fine jewelry collection designed with sustainability at the forefront.
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.
"We want to do things not just for marketing reasons, but seriously, in big numbers," Prada stated as it launched the popular and conscious Re-Nylon bags in 2019. Indeed, the Italian luxury brand maintains the same energy regarding its Eternal Gold jewels.
Naturally, Prada's Eternal Gold campaign features rising stars whose gifts are just as everlasting as the gold Prada jewelry they're flexing.
Amanda Gorman — the American poet laureate who delivered a gripping poem at the 2021 Inauguration (while wearing Prada, at that) — naturally leads the campaign alongside Stranger Things' Maya Hawke and musician Somi Jeon.
Prada certainly knows how to pick 'em when it comes to campaigns, tapping Gen Z's fave faces to helm its elevated visuals (Did you know the brand was a Euphoria and Spider-Man fan, by the way?)
Now, Prada can add K-pop, poetry, and Stranger Things lover to its resume.
All that glitters in Prada's fine jewelry collection is indeed gold (sustainable gold, that is). As the brand continues to practice what it preaches, let's hope the same conscious agenda trickles into its beauty era.
