Timeless, precious, rare. To mark the début of Eternal Gold, a campaign celebrates exceptional personalities, whose creativities truly stand outside time. A cast of exceptional personalities, championed for their talent and achievements, are celebrated as individuals. They are unique, like each piece of fine jewelry - and their contribution to culture is lasting. They include the award-winning American poet and activist Amanda Gorman; the American actor, model, and singer-songwriter Maya Hawke; and Dutch-Korean-Canadian musician Somi Jeon.

Photographed by David Sims, classic portraits are juxtaposed with reflections rendered in gold - gilded youths, as if transmogrifying sitters into jewels in and of themselves.

CREDITS
Talents: Amanda Gorman, Maya Hawke, Somi Jeon
Photography: David Sims
Creative direction: Ferdinando Verderi

The collection proposes a foundation of neo-classics, everlasting pieces. Archetypes are examined, delineated and reiterated, the collection comprised of eternal shapes with constant resonance. Snake bracelets, heart motifs, chain necklaces, ribbon chokers – defining shapes and forms of fine jewelry, they are also signs and signifiers of affection and love. Gold is the focus - truly eternal, an ancient material timeless and constantly cherished, it is used in its true form and color, an honesty of metal that reflects the transparency of Prada’s supply chains.

Prada’s own archetype, the triangle, is traced in every piece - an affinity found between Prada’s triangle and diamonds’ facets. The triangle appears as a clasp closure, earrings and pendants, while its angles shape chain links and hearts, the head of a snaked bracelet. Proportions are reconsidered - pendants are blown up, chain-links exaggerated to create impact. These jewelry pieces express strength, presence, passion.

For the next evolution of the Prada Eternal Gold fine jewelry collection, the radical redress of fine jewelry conventions and traditions continues with a new approach to the diamond, embracing the qualities of its history and yet newly reflective of the values of the twenty-first century. All gold is 100% recycled and, in this edition of the collection, a selection of emblematic Prada jewelry pieces is reinterpreted, for the first time, featuring unique-cut laboratory-created diamonds, another eternal symbol of luxury and value.

In a ground-breaking new step for fine jewelry, records of this verification have been logged on the Aura Consortium Blockchain´s platform and can be accessed by Prada fine jewelry customers who also will be able to verify the authenticity of their pieces, as well as their journey. This radical transparency on origins, sourcing and production chains gives a modern consciousness to fine jewelry, shifting outdated industry standards to mirror societal change.