Purpose and Values
Milan, October 12th, 2022 – Prada debuts ETERNAL GOLD, the first truly sustainable fine jewelry collection by a global luxury brand using 100% certified recycled gold, certified Recycled Gold, meeting ‘Chain of Custody’ standards set by the Responsible Jewelry Council. Sustainability is built into the core of ETERNAL GOLD, reflecting Prada’s wide-ranging commitment to conscious and responsible practices across every facet of its business. Every step and incarnation of Prada’s responsible gold and diamond production chain is verifiable and traceable, 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. Prada partners exclusively with those suppliers of precious metal and stones who meet the highest industry standards concerning human rights, labor safety, environmental impact, and business ethics.
To mark the début of ETERNAL GOLD a campaign celebrates exceptional personalities, whose creativities truly stand outside time. 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. Shot by David Sims, the classic portraits are juxtaposed with images with gold reflections - golden youths transformed into the jewels themselves. These photos, which combine the concepts of ancient and avant-garde, reflect the ETERNAL GOLD.