When Prada Proved That Sustainability Could Vary Greatly As It Accompanies Luxury
Most of us believe that the two words Sustainability and luxury are oxymorons. However, the Italian luxury fashion house proved all of us wrong when it launched a campaign embracing the environment without any compromises to its signature layout of design. Luxury met sustainability when Prada took this step forward in October of last year. The 48-piece collection, “Eternal Gold,” is the result of the creative collaboration between Miuccia and Raf Simons.
Gold, the monumental part of the collection, is an ancient material that's timeless and always loved, so it's used in its truest form and color. It's an honest metal that reflects Prada's supply chain transparency. The collection is made up of timeless shapes that will never go out of style, like the chain necklace, snake bracelet, ribbon choker, and heart motif. These shapes and forms define fine jewelry, but they're also symbols of love and affection.
Photo Courtesy: Prada’s website
‘’Timeless, rare, precious” are the three adjectives used on the website for the brand elucidating the collection. “Prada’s archetype, the triangle, is traced in every piece-an affinity found between Prada’s triangle and the diamonds’ facets. The triangle appears as a clasp closure, earrings, and pendants, while its angles shape chain links and hearts, the head of a snake bracelet. Proportions are reconsidered-pendants are blown up, and chain links are exaggerated to create impact. These jewelry pieces express strength, presence, and passion.” Mentioned on Prada’s webpage.
An article posted by Forbes on July 1, 2021 titled “Luxury Is Learning to Deal With The Contradictions of Sustainability” stated, “Seen in a certain light, luxury is far from being exemplary. Given the chance, it will grow at all costs, feed people the desire for new needs and spread the word “exclusivity” like wildfire across the globe.” And, further claimed that the industry “cannot yet call itself sustainable.” Not that we knew that a year later we would see a change in the notion and that a change, initiated by one of the most revered fashion houses. Prada has taken a step forward in sustainability by introducing the Eternal Gold collection, a collection of recycled earrings, necklaces, and pendants. This collection reflects Prada’s commitment to ethical materials and superior craftsmanship. It aims to promote longevity and durability. Prada designs its pieces to be timeless, classic, and versatile, encouraging customers to cherish and wear them for years to come. By investing in high-quality jewelry that stands the test of time, Prada encourages sustainable consumption practices, moving away from fast fashion trends and towards a more conscious approach to personal style.
Photo Courtesy: Prada’s Official Website
The Eternal Gold Sustainable Jewelry collection embodies Prada’s dedication to sustainability without compromising on style or craftsmanship. It serves as an example of how luxury brands can lead the way in creating environmentally responsible products without sacrificing beauty or quality. By choosing Prada’s sustainable jewelry, customers can enjoy the elegance and prestige of the brand while supporting ethical and eco-conscious practices.
Photo Courtesy: Pinterest
The luxury house also allows its purchasers to trace the journey of its Eternal Gold products. The Aura Blockchain Consortium is a platform that pushes for a unified blockchain platform that all luxury brands around the world can use to give their customers more control and traceability. Prada’s commitment to sustainability extends beyond its fashion offerings and into the realm of jewelry, proving that sustainable luxury is not only attainable but also desirable. The Eternal Gold Sustainable Jewelry collection represents a conscious choice towards a more responsible and mindful approach to adornment, allowing individuals to express their style while respecting the planet. Fashion trends are recycled all the time, but using sustainable materials and methods aren’t the norm in the fashion world. Prada has mastered the art of timelessness, creating timeless pieces that you’ll love and wear again and again. But now the luxury house is entering a new world, one that combines the house’s refined heritage with a vision for the future.
Photo Courtesy: Pinterest
This campaign justifies there is no need to abandon elegance in order to embrace responsibility in the Prada universe or any luxury universe—demonstrating that all that sparkles can also remain forever.
Article by Palak Godara, Contributor, PhotoBook Magazine
Tearsheets by Alexa Dyer, Graphic Designer, PhotoBook Magazine
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