American poet, activist, Prada ambassador and UNICEF supporter Amanda Gorman; Dutch-Korean-Canadian singer, rapper and dancer Jeon Somi; and American actor and model Maya Hawke, daughter of actors Uma Thurman and Ethan Hawke star in Prada’s 2022 launch of Eternal Gold, representing the luxury brand’s first forray into fine jewelry.

Photographer David Sims [IG] captures the stellar campaign with creative direction by Ferdinando Verderi.

Everything about this fine jewelry launch is fantastic. ‘Eternal’ is a word very associated with Rome, Italy giving it an ancient patina. The very phrase ‘fine jewelry’ prompts visions of kings and queens with ancient pedigrees.

Prada’s first collection features archetypal shapes that include hearts, snakes, chains — all eternal symbols rendered in a modern design that is so very Prada.

In fact, the Prada Eternal Gold collection is very modern a 100 percent recycled collection that pushes the boundaries of the category. Amanda Gorman came to Prada’s attention, not because of her 2021 Joe Biden Inaugural Poem, but because of her environmental activism. Gorman first appeared for Prada moderating a panel on climate change.

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On her own IG, Gorman spoke to the reasons why she was willing to back the campaign:

Introducing @Prada Eternal Gold, the first #PradaFineJewelry line made of 100% certified recycled gold! It’s such an honor to be a part of this special campaign 💛 Since I wear jewelry throughout my life and when I perform poetry, it’s been important to me to research brands whose jewelry is part of a larger eco-friendly and humanitarian vision. I’m so excited that not only is this line made of recycled material, but each person can trace their jewelry’s journey, origin, and authenticity through Aura Consortium Blockchain’s platform. In my eyes, what is always eternal and golden is breaking new ground in transparency, sustainability, and consciousness both in our industries and in every facet of our lives.

In addition to being made from certified recycled gold, every piece of jewelry in the collection will be fully traceable, thanks to blockchain technology. Every purchase will be traceable by logging into the Aura Blockchain Consortium.

The platform was founded in April 2021 by LVMH, Mercedes-Benz, OTB Group, Prada Group, and Richemont last year with the goal of increasing transparency in the luxury sector. Founding associate members are Cartier [Richmont], Louis Vuitton [LVMH], Maison Margiela Paris [OTB] and Prada [Prada Group]. LVMH brands Bvlgari, Hennessy and Hublot watches have joined the Aura Blockchain Consortium along with Prada’s Miu Miu.

As Prada succinctly puts it, “this radical transparency on origins, sourcing, and production chains gives a modern consciousness to fine jewelry, shifting outdated industry standards to mirror societal change.”