Snakes and Cleopatra - two symbols that exude seduction, power, mystery and eternity.
Iconic elements that Bulgari brings together in a contemporary manner by reinterpreting the legend of Cleopatra, personified as a modern living goddess by Rachel Weisz for the new advertising campaign, photographed by Annie Leibovitz.
The snake, a long standing design that has characterized the Bulgari collect ions since the Forties, an emblem further consecrated by Elizabeth Taylor who was immortalized wearing a serpent - shaped watch on the Cleopatra set in 1962 and that still today, with the same spirit, represents a true corner stone for the venerable Roman jewelry house.
A symbol that i s further celebrated in the new campaign where Rachel Weisz dips into a latter day Cleopatra becoming a contemporary Bulgari divinity - beautiful and sensual, unreachable and in - control . A quest for eternal beauty channeled by a muse and symbol who is also the beholder of a magical power, an inspirational figure who enchant s with the shimmer of rare serpent - shaped jewels, classic and contemporary, with a nod to the past and an eye on the future, as in the best Bulgari tradition. A woman whose strength, dynamism and charisma is captured by the lens of a woman equally resilient and determined - Annie Leibovitz, a world class photographer whose knack for drawing out the most intimate side of her subjects has elevated her to world status.
The backdrop is at once monumental and essential - hefty grays tone boulder s that bring to mind the temples of ancient Egypt in size and scale, a stronghold where celebrating rituals was customary. A nod to the origins, represented by a geological frame evocative of nature in its most primordial and spiritual declination.
| The portfolio of images rotates around a series of portraits that spotlight the jewelry, watches and eye wear from the latest Bulgari Serpenti collection. |
Sinuous yet geometric, each jewel is a work of art, painstakingly crafted by Bulgari’s master jewelers in its Roman workshops. A balance between classic Bulgari and contemporary lines for a variety of forms suggested by the snake that transform its lithe body into wrap-around bracelets, rings and jewel-watches in single, double or triple coils. An elegant play on chromatic subtleties and on transparent and matte textures. White , yellow or pink gold glittering with diamonds, in delicate sprinklings or embossed with intricate baguette cuts, alternated or mixed with precious stones and colored gemstones.
The new Serpenti advertising campaign will be on air from September 2012 through June 2013.
