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Bvlgari Continues Celebrating Italian and Middle Eastern Cultural Bonds With its New Ramadan Campaign

This Ramadan, Bvlgari is continuing to honor the ties between Italian and Middle Eastern cultures with its story that first started in 2021. In its second chapter, the luxury jewelry house presents an enchanting short film showcasing its exclusive capsule collection for the season, featuring never-before-seen pieces from the Iconic Divas’ Dream collection.

Photo: Courtesy of Bvlgari

The set features malachite gemstones and a full French pavé, with an exclusive malachite pendant available only in Saudi Arabia. In further celebration of the Holy Month, the capsule will also feature the iconic Serpenti Forever jewelry box bag, this time in stunning champagne-colored calf leather. The collection takes center stage in this year’s campaign film, worn by the Italian character of ‘Sofia’ who once again sets on on a journey to experience the gems and attractions of the cultural landscape of the Middle East. On her trip, Sofia is reunited and even seen with new faces that indulge her in their homes’ delights, such as learning how to cook lugaimat, a traditional Emirati dessert.

Photo: Courtesy of Bvlgari

Her hosts include Emirati entrepreneur Mthayel Al Ali, Saudi adventurer Raha Moharrak, Dubai-based traveler and TV presenter Mohammed Sal, and Saudi fashion blogger Lama Alakeel. They are all joined by Sofia as they embark on a heritage-enriched journey of a desert camel ride and an abra across the creek of an old village. The film also features Abu Dhabi’s up-and-coming ceramic artist Hessa Al Ajmani, representing the rich Emirati art and crafts scene.

Photo: Courtesy of Bvlgari

“We couldn’t wait to narrate again this sentimental moment of reunion during the Holy Month of Ramadan,” says Sonia Maghraoui, Bvlgari’s marketing and communications director. “The film is filled with special moments of joy, celebration, and togetherness for our audience to enjoy and escape with.”

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