Prada Launches First Ever Fine Jewellery Collection

 (Prada launches fine jewellery )
(Prada launches fine jewellery )

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.