In a few days, the auspicious Year of the Snake will begin according to the Chinese zodiac calendar—one of prosperity, good health, and wealth. As many luxury brands proffer designs coiled in a serpentine motif, Bulgari stands in its own lane; the illustrious Roman house has long been synonymous with opulence, artistry, and a profound connection to its rich heritage. Instantly recognisable for decades, its snake motif has served as part of the maison’s DNA, not just a part of a contemporary trend but an eternal emblem of the famed luxury brand.
Marking the Lunar New Year and new beginnings, Bulgari will launch its highly anticipated Serpenti Infinito campaign, showcasing a stunning array of new creations that embody the essence of eternal transformation. This initiative not only celebrates the iconic Serpenti motif but also marks a significant milestone in the maison’s ongoing dialogue with cultural symbolism—this is cultural appreciation at its finest and most elegant.
A hallmark of Bulgari’s design philosophy, the Serpenti collection has captivated audiences since its inception in 1948. The serpent, a creature emblematic of metamorphosis, sheds the old to arrive sinewing and new, serving as a potent symbol of rebirth and renewal, all while seamlessly bridging Eastern and Western cultural narratives, intertwining their respective philosophies. The Serpenti Infinito campaign delves deeper into this transformative legacy, inviting admirers to explore the infinite possibilities that the serpent embodies.
At the heart of the campaign lies a bold new concept, which speaks to the transformative power of this iconic emblem. Coinciding with the Year of the Snake, Bulgari aims to elevate the Serpenti beyond mere design, establishing it as a universal symbol of unity and timeless values. Serpenti Infinito heralds the launch of new jewellery, watches, and leather goods (above in gallery!), all crafted with the meticulous attention-to-detail that Bulgari is renowned for. Serpenti Viper showcases the distinctive stylised scale design reimagined in an array of colours, including traditional yellow and rose gold, adorned with diamonds for added allure; these pieces are designed for effortless wear, offering a captivating aesthetic that complements any attire.
Among the standout creations are the latest Serpenti Seduttori and Serpenti Tubogas watches. The Seduttori, a timepiece that marries the refinement of stainless steel with the sparkle of a diamond-set bezel, exudes elegance and lightness. Its supple bracelet, inspired by the serpent’s scales, is a testament to Bulgari’s innovative craftsmanship. Meanwhile, the Tubogas combines tubular aesthetics with a flexible bracelet that coils elegantly around the wrist, embodying the brand’s legacy of iconic design.
The campaign also places a significant emphasis on the interplay between art and jewellery. To celebrate this, Bulgari will present a series of worldwide exhibitions commencing in January in Shanghai to illuminate the vibrant connection between the serpent and artistic expression, further enhancing the cultural dialogue that the Serpenti motif inspires.
All images courtesy of Bulgari.
