Prada Launches First Ever Fine Jewellery Collection

What is timelessness? This is the question at the core of Prada’s new fine jewellery line, Eternal Gold, the first foray into fine jewels in the brand’s 109-year history.

More than simply decorative, these are jewels designed to disrupt. The vision of Timothy Iwata, Prada’s new jewellery director (formerly at Cartier), the 48-piece collection has been entirely crafted from recycled gold. Be it a signature Prada logo plaque pendant, or a heart-shaped charm, every piece comes complete with its own scannable authenticity card that tells the wearer the exact source of its gold — anything from an old iPhone to discarded industrial scraps.

The tiny, glistening diamonds employed throughout are procured with similar rigour. It’s an endeavour that feels entirely simpatico with the future-facing direction currently being jointly overseen by Miuccia Prada and Raf Simons, especially when worn in the David Sims-shot campaign featuring Maya Hawke, Korean-Canadian musician Jeon Somi and the American poet Amanda Gorman (right), who said: ‘In my eyes, what is always eternal and golden is breaking new ground in transparency, sustainability and consciousness.’ Word.