MILAN — Prada is further developing its jewelry collection with a made-to-order lineup that will be available starting in October.
The Prada Fine Jewelry Couleur Vivante collection comprises drop earrings, solitaire rings, line bracelets and rivière necklaces, with unconventional combinations of amethysts, aquamarines, madeira citrines, pink morganites and oro-verde peridots used throughout. Prada’s signature triangle motif, which harks back to the brand’s founder Mario Prada, is a recognizable element of the lineup.
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The Milan-based fashion company is launching a dedicated ad campaign fronted by award-winning American poet and activist Amanda Gorman; American actress, model and singer-songwriter Maya Hawke, and South Korean actress Kim Tae-Ri. The bold portraits were photographed by David Sims.
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Co-creative directors Miuccia Prada and Raf Simons told WWD exclusively that “jewelry is part of the feminine identity. It is fascinating how jewels echo histories, experiences, emotions — an idea of who the woman is behind each piece, a link to her interior life. These are considerations that can be reflected in new pieces, as well as antique. Jewelry is a form of personal adornment embedded with meaning, deeply connected with culture and humanity.”
Miuccia Prada has succeeded in protecting her privacy over the years, with few personal details emerging, apart from, for example, her passion for vintage and antique jewelry.
Prada and Simons added that “Prada has always had a tradition of luxury, of creating precious things — but also of examining that tradition, questioning convention. The Prada fine jewelry collections continue our exploration of this, investigating received notions, accepted ideas and proposing alternative perspectives. There is an approach to materials — gold, gemstones, diamonds — with a radical reconsideration of the precious at its core. For Prada, jewelry is a different vocabulary, a form of language that can be shifted.”
Prada’s first fine jewelry collection was launched in 2022. At the time, Lorenzo Bertelli, head of CSR, explained that the line, called Eternal Gold, was the first one made by a global luxury brand using 100 percent certified recycled gold. That was the latest step in Prada’s commitment to sustainability and responsible practices, such as the shift to its recycled Re-Nylon production.
Gorman and Hawke also fronted the campaign photographed by Sims to launch that first jewelry collection, together with Dutch-Korean-Canadian musician Somi Jeon.
Each Prada Fine Jewelry Couleur Vivante piece has been recorded on the Aura Consortium Blockchain platform, through which customers can verify the authenticity of their jewelry and access key provenance information on the gemstones used in each design. In 2021, Prada Group and Compagnie Financière Richemont joined LVMH Moët Hennessy Louis Vuitton, which in 2019 initiated the Aura platform, promoting the use of a single blockchain solution open to all luxury brands worldwide.
The three young talents who feature in the Couleur Vivante campaign are Prada brand ambassadors, appearing in previous campaigns and wearing the Italian label on the red carpet and social events. Gorman is the youngest inaugural poet in U.S. history, the first person to be named National Youth Poet Laureate and an advocate for the environment, racial equality and gender justice.
Hawke, the daughter of Uma Thurman and Ethan Hawke, gained global fame playing Robin Buckley in the third season of the Netflix drama “Stranger Things,” and also starred in, and coproduced, her father’s biographical film of Flannery O’Connor, “Wildcat.”
Tae-Ri made her debut in the 2016 psychological thriller “The Handmaiden” by Park Chan-wook and, most recently, in 2023, she starred in the SBS television drama “Revenant” and in 2024 in tvN’s historical musical drama, “Jeongnyeon: The Star Is Born.”