Photo: Courtesy of Bulgari
For 75 years, the iconic serpent has remained an emblem for Bulgari. Transcending time, space, and creativity, the story of Serpenti started hundreds of years ago with an iconic queen who spotlighted female empowerment, beauty, and all the alluring characteristics of Bulgari. Inspired by the jewels of Cleopatra, this leitmotif has captured the imagination of Bulgari since the late ’40s in a story that constantly reinterprets itself in an infinite metamorphosis. “They (the Serpenti creations) convey endless tales, artistry, and empowerment. It expanded the boundaries of jewelry, 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.” says Jean-Christophe Babin, CEO of the Bulgari Group.
And now, to celebrate 75 years of the iconic Bulgari staple, the fashion house is rolling out a special campaign. Here’s everything you need to know about it.
Photo: Courtesy of Bulgari
The snake has been a symbol of constant renewal and rebirth throughout history, with the ouroboros – a snake biting its tail to form an infinite circle without beginning or end. This is also the story of Bulgari Serpenti, one that the Italian maison now captures in an entrancing campaign video representing 75 years of transformations and rebirth; from the first Serpenti secret watches and colorful creations of the ’60s, to today’s cutting-edge Viper renditions. The Bulgari serpent sinuously coils around women of different eras, wrapping around their skin until they become one, a mirror for how the serpent has always been closely intertwined with the feminine universe and extraordinary women.
Photo: Courtesy of Bulgari
Not only is the serpent closely related to feminity, but it has also been a prominent fixture in art over the ages. From the works of Depero, Miró, and Paul Klee, to contemporary artists such as Alexander Calder and Keith Harring, or the photographs of Helmut Newton. Keeping in line with this legacy and celebrating its own history with the symbol, Bulgari launches the Serpenti factory – an artistic initiative focusing on the snake as an endless source of creative production to discover how the inspirations, symbols, techniques, and archives of the maison continue to influence the creativity and craftsmanship of Serpenti.
Photo: Courtesy of Bulgari
The project not only embraces various territories that have been a part of the Serpenti identity, but also includes a series of special collaborations between Bulgari and international contemporary artists such as Refik Anadol, Davide Quayola, Daniel Rozin, Sougwen Chung, and Cate M Mercier, who have specially developed exclusive artworks dedicated to Serpenti.
Read Next: Chanel’s New High Jewelry Collection, Tweed De Chanel, is an Ode to the Maison’s Most Coveted Fabric
