Icy Ling, CEO and Co-Founder of IC & Co

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Prada introduces Fine Jewelry collection Eternal Gold

13 Nov 2022

Timeless, precious, rare. To mark the de?but of ETERNAL GOLD, the first fine jewelry line created by Prada - and the first collection of 100% certified recycled gold by a global luxury brand - a campaign celebrates exceptional personalities, whose creativities truly stand outside time.

A cast of exceptional personalities, championed for their talent and achievements, are celebrated as individuals. 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.

The nature of Prada ETERNAL GOLD - crafted from truly sustainable recycled gold and ethical, traceable diamonds, with radical transparency offered throughout each piece’s creation - find echo in every image. Photographed by David Sims, classic portraits are juxtaposed with reflections rendered in gold - gilded youths, as if transmogrifying sitters into jewels in and of themselves. The reiteration of imagery underscores the cyclical nature of ETERNAL GOLD while, toying with the timeless appeal of jewelry - another notion of the eternal. Collapsing our notions of time, these images are immutable, immortalised, iconic - in the truest sense of the word.

There is a constant exchange between time past and to come - a reflection of the notion of heirloom, of fine jewelry passed between generations as tokens of endless love and affection. While evocative of classic jewelry pieces, ETERNAL GOLD radicalises their proportions, silhouettes and details to give them a truly modern impact - mirrored in this imagery, colliding notions both antique and avant-garde.

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