To mark the début of ETERNAL GOLD, Prada's campaign celebrates exceptional personalities whose creativities truly stand outside time.

This cast of talented individuals includes people who are unique, like each piece of fine jewellery, 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.

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The nature of Prada ETERNAL GOLD find echo in every image. Crafted from truly sustainable recycled gold and ethical, traceable diamonds, with radical transparency offered throughout each piece’s creation, this is the first collection of 100% certified recycled gold by a global luxury brand. 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 jewellery, another notion of the eternal. Collapsing our notions of time, these images are immutable, immortalised, and 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 heirlooms, of fine jewellery passed between generations as tokens of endless love and affection. While evocative of classic jewellery pieces, ETERNAL GOLD radicalises their proportions, silhouettes, and details to give them a truly modern impact, which is mirrored in this imagery, colliding notions both antique and avant-garde.