Miuccia Prada and Raf Simons focus on absolute color, dualities, and nuance through unconventional gemstone combinations.
Prada Fine Jewelry Couleur Vivante, created by Miuccia Prada and Raf Simons, focuses on absolute, intense color, on simultaneous dualities, and on nuances expressed in unanticipated combinations of unconventional and unpredictable gemstones.
Chosen for exceptional chromatic value and placed within a Prada spectrum, the stones (amethyst, aquamarine, madeira citrine, pink morganite, and oro-verde peridot) are contrasted in dichotomies that challenge notions of preciosity, mirroring Prada’s ongoing interrogation of luxury.
The campaign imagery treats the sempiternal beauty of these gems, and the place of jewelry as an echo of the lives of women, as a foundation. It underscores an exploration of the ideology of color, of contrast, and of the subversion of convention through classicism. Maya Hawke, Kim Tae-Ri, and Amanda Gorman are captured in monochrome portraits that are recontextualized with subtle veils of transparent, translucent color, with faces framed as if set within a jewel.
Against this dreamlike ambiance, the jewelry is shown in its actual hues, with abstracted shades behind lending a new hyperreality. The portraits underscore an archetypical form language, including drop earrings, solitaire rings, line bracelets, and rivière necklaces, and through color the meaning is shifted.
Traditional perceptions of these pieces are challenged through asymmetry and proportion, through disrupted gems, and through intentional, unexpected contrasts. Delicate settings make stones seem to float around the faces, the jewels reading as liberated, like their color.
Each Prada Fine Jewelry Couleur Vivante piece is recorded on the Aura Consortium blockchain, enabling customers to verify authenticity. Customers can access images that show the gemstone’s transformation from rough to cut and polished. A grading certificate from a leading independent gemological laboratory accompanies each gemstone, with key information that attests to the match between each cut stone and its rough origin.
