Prada launches a collection of jewelry in 100% recycled gold

The phrase “fine jewelry” can conjure up images of age-old diamonds resting on velvet pillows inside a locked safe. But as Prada’s first high jewelry collection proves, it can also mean something closer to modern life. Today, the Italian fashion house announced the launch of Eternal Gold, a 100% recycled collection that pushes the boundaries of the category.

Featuring archetypal shapes – hearts, snakes, chains – made smooth and minimalistic, the collection has a fresh, contemporary feel. The triangle of the Prada logo is also present in the lexicon of the design, which appears as an oversized earring on its own and as an accent on the chain links, hoops and snakeheads. In the campaign, poet Amanda Gorman, actress Maya Hawke and musician Jeon Somi, all rising stars in their early twenties who represent the optimism of the next generation, feature standout pieces.

As well as being made from certified recycled gold, each item in the collection will be fully traceable, using blockchain technology. Anyone who buys, for example, a pair of hoops, will be able to connect to the Aura Blockchain Consortium (a platform founded by LVMH, Prada Group and Cartier last year with the aim of increasing transparency in the luxury sector) to search for the provenance of every aspect of their purchase. And if those same earrings are passed on to a grandchild or resold 50 years later, their new owner will be able to verify their authenticity using the same platform.

As Prada succinctly puts it, “this radical transparency about origins, sourcing and production chains brings a modern consciousness to fine jewelry, displacing outdated industry norms to reflect societal changes.” Like the house’s drive to replace all its nylon with recycled nylon, this collection represents an avant-garde and responsible approach to luxury, which is sure to appeal to fans of Prada’s innovative and enigmatic aesthetic.