【Paris, Franc】Prada Explores a New Jewelry Language with the Couleur Vivante Collection

Paris, September 2, 2025 – The Milanese group Prada is consolidating its foray into fine jewelry with the October launch of Couleur Vivante, a collection that combines creative audacity, heritage, and traceability technology.
Designed by co-creative directors Miuccia Prada and Raf Simons, the line features dangling earrings, solitaire rings, bracelets, and river necklaces. It is distinguished by the combination of unusual gemstones – amethysts, aquamarines, madeira citrines, pink morganites, and oro-verde peridots – and by the reinterpretation of the house’s iconic triangle, a symbol of its founder Mario Prada.
A strategic launch, Couleur Vivante benefits from a visual campaign entrusted to British photographer David Sims. Three committed personalities embody the collection: Amanda Gorman, American poet and activist; Maya Hawke, American actress and singer; and Kim Tae-Ri, South Korean actress.
These ambassadors extend Prada’s strategy, already initiated in 2022 with Eternal Gold, the first jewelry collection made exclusively from certified recycled gold.

Miuccia Prada and Raf Simons emphasized in an exclusive interview with WWD, reflecting stories, emotions, and memory. Their ambition is to challenge the very notion of preciousness, confronting gold, diamonds, and stones with a contemporary reinterpretation. The approach is intended to be as creative as it is cultural, seeking to go beyond established conventions.

With Couleur Vivante, Prada aims to assert its legitimacy in a particularly coveted segment. According to Bain & Company, the global luxury jewelry market could reach nearly 30 billion euros by 2030, supported by the growth of Asian and American clientele, as well as the rise of e-commerce.
Major houses – Cartier (Richemont), Bulgari (LVMH), and Tiffany & Co. (LVMH) – currently dominate the sector, each capitalizing on a century-old heritage. Prada, on the other hand, is betting on a differentiated entry, combining stylistic innovation and sustainability.
Jewelry also constitutes a strategic lever to diversify the group’s revenues, traditionally focused on ready-to-wear, leather goods, and shoes. As competition intensifies its investments in this segment, notably Gucci (Kering) and Chanel, Prada seeks to transform its jewelry into a sustainable growth driver.

Technological innovation constitutes another pillar of the collection. Each piece is registered on the Aura blockchain – a consortium initiated by LVMH and joined by Prada and Richemont – guaranteeing the authenticity and traceability of the stones and metals used.
This registration is part of a strategy of transparency and sustainability, two dimensions that have become central for luxury houses. By reiterating its commitment made with Eternal Gold – the first line in certified recycled gold launched in 2022 – Prada positions itself as a pioneer in integrating responsible practices into fine jewelry.
This orientation responds to the expectations of new generations of buyers, particularly in Asia and the United States, where traceability and ethics have become major purchasing decision criteria.

Prada’s initiative recalls the recent efforts of Chanel, which has strengthened its investments in its high jewelry division, and those of Gucci, which is actively developing its collections by highlighting contemporary designs. However, Prada differentiates itself by making sustainability and creative experimentation the foundation of its approach.
Where Cartier or Bulgari rely on a heritage narrative, Prada chooses a more disruptive language, associating blockchain, unconventional stones, and communication embodied by committed cultural figures.

At this stage, jewelry still represents a marginal share of Prada’s revenue, which recorded 4.7 billion euros in sales in 2023. However, analysts estimate that this segment could become a strategic driver, with a potential for gross margin higher than that of ready-to-wear.