Prada teamed up with fellow luxury giants LVMH and Cartier for the Aura Blockchain Consortium—an initiative founded to increase transparency in the luxury sector.
The luxury industry’s push toward sustainability advances with Prada’s first foray into fine jewelry. For the collection, the Italian house uses 100 percent certified recycled gold—as the first global luxury brand to do so. On top of that, their diamond sourcing is transparent, meaning it’s traceable and verifiable from mine to retail.
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“Conscious and responsible, the debut of the Eternal Gold fine jewelry collection reflects Prada’s ongoing commitment to sustainability across every facet of its business and a constant challenging of the conventions of modern luxury,” says Lorenzo Bertelli, Prada Group’s head of corporate social responsibility.
But how can the diamonds be traced? In industry standards, tracking diamond origins is generally possible with stones of 0.5 carats or larger. So, Prada teamed up with fellow luxury giants LVMH and Cartier for the Aura Blockchain Consortium—an initiative founded to increase transparency in the luxury sector, per W Magazine. The platform, powered by blockchain technology, can help track any fine jewelry product for authenticity verification.
The Prada Fine Jewelry Eternal Gold campaign has been released, featuring rising stars writer and poet Amanda Gorman, actor Maya Hawke, and singer Jeon Somi.
Images from @Prada on Instagram.
