As a tribute to the Maison’s visionary legacy, BVLGARI reintroduces its most recognisable creations — Serpenti, B.zero1, Tubogas, Divas’ Dream and Octo — through a dynamic global campaign that merges heritage, innovation and individual expression. Inspired by the “Eternally Reborn” narrative, each collection evolves with time, reflecting the personal journey of the modern icon.
Rooted in Roman artistry and cultural grandeur, BVLGARI’s icons have always drawn from the Eternal City’s magnificence — from the fan-shaped mosaics of Divas’ Dream inspired by Caracalla Baths, to the architectural boldness of B.zero1, and the hypnotic coil of Serpenti, a symbol of transformation since 1948. The new campaign transcends the traditional, presenting each icon as a vessel of personal rebirth and modern elegance.
To bring this vision to life, the Maison unveils a multi-channel celebration: ‘The Eternally Iconic’ campaign, launched in June 2025, followed by the ‘Reborn Series: Iconic Stories’, a digital documentary featuring global ambassadors Zendaya, Anne Hathaway, Priyanka Chopra Jonas, Damiano David and Lorenzo Viotti. Each episode delves into stories of transformation, legacy, and the power of reinvention.
Complementing the series, exclusive Masterclasses led by Jewelry Creative Director Lucia Silvestri and Watch Creative Director Fabrizio Buonamassa Stigliani will take place from July onwards, offering press and clients rare access to the artistry behind BVLGARI’s creations. In-store experiences and immersive activations will further allow audiences to connect with the spirit of each icon.
In the campaign’s striking visuals, BVLGARI’s icons rest atop translucent pedestals, echoing Roman architecture against a celestial sky — a metaphor for timeless evolution. Whether it’s the endless spirals of B.zero1, the sensual power of Serpenti, or the precision of Octo, each icon carries an enduring message: beauty is born from bold reinvention.
From Rome’s mosaic halls to the wrists and hearts of a global audience, BVLGARI’s icons are not merely jewels or timepieces — they are living expressions of personal legacy. As the Maison moves forward with unwavering creative momentum, these designs continue to shape the future of luxury with elegance, audacity, and soul.
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