“For 75 years Bulgari has shown its audacious creativity, ingenious craftsmanship and modern spirit through its emblematic Serpenti creations inspired by the jewels of Cleopatra, in a Rome of more than 2000 years ago. They convey endless tales, artistry and empowerment. It expanded the boundaries of jewellery, reflecting the spirit of confident women and entering the world of art through exciting creative collaborations. It was and is the ultimate Bulgari icon of endless metamorphosis.” commented Jean-Christophe Babin, CEO of the Bulgari Group.
THE SERPENTI, AN ICON AND MUSE.
The legend of Serpenti extends far beyond the realm of jewelry, with roots deeply intertwined in the human history, this enigmatic creature has captivated minds from East to West across millennia. For the Greek and the Romans, it was revered for its transformative powers, embodying the eternal cycle of renewal through its ability to shed its skin. Symbolically represented by the ouroboros, a snake biting its tail to form an infinite circle, the universal energy of perpetual transformation emerged.
Since its inception in 1948, the spirit of Serpenti has embraced its ever-shifting nature and eternal essence. Initially introduced as jewelry-watches, the early Serpenti creations emanated a certain allure, like never seen before. Crafted using the ingenious Tubogas technique, the linked body of the snake intertwined masterful goldsmithing with innate suppleness. The flexible tubular band, formed without soldering, reflected Bulgari’s spirit of innovation.
In the 1950s, the Bulgari serpent embarked on a figurative evolution, adorning its precious head with eyes that shimmered with rubies, emeralds, or diamonds. This transformative journey reached its zenith in the 1960s when the serpent became a canvas for experimentation like the integration of gemstones and colored enamels. It was during this era of inventive fervor that the Maison crafted the first Serpenti secret jewelry-watches, concealing a dial within the serpent’s head.
The striking color combinations and unconventional materials introduced in those years epitomized Bulgari’s legendary style. Meticulously hand-applied enamels and gemstones, along with the flexible tubular scales ingeniously connected to a supple inner core, showcased the symbiotic evolution of Serpenti and Bulgari’s unrivaled artistry as master jewelers. The serpent has taken on captivating forms, from its hexagonal scale motif to unique combinations of exquisite gems, captivating designs, and creative craftsmanship. From heritage pieces echoing the past to the sleek and ultra-contemporary stylings of the Serpenti Viper, the icon remains an eternal symbol of audacious transformations. Ever-ready to reveal a new move or assume a hypnotic new guise, Serpenti stands as a testament to the timeless allure of metamorphosis.
THE BULGARI SERPENTI 75 YEARS OF INFINITE TALES CAMPAIGN.
Today, The Bulgari serpent comes alive through the lenses of the visionary Scandebergs photography duo. With sinuous grace, it revolves around women from different eras, merging with their very being and represents the evolution of women and their unwavering self-determination. The campaign’s evocative aesthetics artfully capture the Bulgari’s Serpenti creations, from feminine silhouettes to the alluring ways the jewels are adorned, every detail pays homage to the allure of Serpenti.
As the jeweler of extraordinary women, Bulgari has always drawn inspiration from the magnetic charisma of its muses. Crafting empowering pieces that celebrate expressive personalities and audacious mindsets, Bulgari stands as a symbol of liberation and self-expression. Over the past 75 years, women have asserted their right to independence, nurturing their talents, chasing their dreams, and living life on their own terms and Serpenti has stood by their side as a loyal ally.
From being acclaimed by style legend Diana Vreeland to captivating Hollywood star Elizabeth Taylor, the Bulgari serpent has seduced some of the world’s most iconic figures. From Marisa Berenson to Charlize Theron, Alicia Vikander, Naomi Campbell, and Zendaya, Serpenti’s allure knows no bounds, propelling both wearer and serpent toward an ever-evolving future.