This summer, Bvlgari is rewriting the rules of legacy. Enter Eternally Iconic, a campaign championing the Roman jewellery maker’s most emblematic lines, reimagined for today. More than a celebration, this release makes a statement, one that puts its foot down on the fact that the Roman maison’s most beloved design families – Serpenti, B.zero1, Tubogas, Divas’ Dream and Octo – aren’t stuck in the past. Instead, they’re evolving, just like the people who wear them. With high-profile activations, intimate masterclasses and a powerful digital series featuring global icons like Zendaya and Anne Hathaway, Bvlgari is proving all over again that true icons are reborn, again and again.
Rooted in the grandeur of its Roman heritage, Bvlgari has long transformed jewellery into sculpture and symbolism into style. Each collection tells a distinct story of transformation. Serpenti, introduced in 1948, for example, began as a revolutionary Tubogas-wrapped watch and has since evolved into a versatile symbol of personal metamorphosis. The snake motif, reimagined across decades, continues to captivate with its bold design and intimate symbolism of power and renewal. Divas’ Dream, on the other hand, inspired by the mosaics of the Baths of Caracalla, reflects the elegant soul of Rome. Its fan-shaped motif speaks to grace and inner light, embodying the timeless beauty of the modern woman with luminous femininity.
The architectural B.zero1 ring – born in 1999 from the fusion of industrial Tubogas lines and Roman epigraphy – has become an avant garde platform for artistic collaboration and material innovation. From marble to ceramics, its shape has remained constant while its expression remains ever-changing. Meanwhile Tubogas, named after industrial gas pipes and adopted by Bvlgari in the 1940s, has also become an unexpected symbol of elegance. In 2024, the maison revived the Tubogas as a standalone icon embodying flexible design and a masterstroke of artisanal artistry.
On the horological front, Octo completely shatters traditional watchmaking norms. With its unique blend of circular and octagonal geometry, Octo is, without a doubt, a modern classic. The Octo Finissimo series in particular, has rewritten records, achieving 10 world firsts in just over a decade by pushing boundaries across both form and function.
Beyond all these gold and silver goodies, the Eternally Iconic celebration expands into storytelling and education. Launching later this month, the Reborn Series: Iconic Stories brings global brand ambassadors Zendaya, Anne Hathaway, Damiano David, Priyanka Chopra Jonas and Lorenzo Viotti to the forefront in a documentary series exploring personal evolution and each star’s own journey to becoming an icon. Then, for select members of the press as well as certain Bvlgari clientele only, July will mark the kick off of a series of exclusive masterclasses led by jewellery creative director Lucia Silvestri and watch creative director Fabrizio Buonamassa Stigliani. These rare sessions promise a deep dive into the craftsmanship and vision behind Bvlgari’s icons.
With Eternally Iconic, Bvlgari projects the past forward. These collections are not static artefacts but living expressions of personal style, Roman splendour and creative transformation. Born magnificent, reborn through time and, well… eternally iconic – Bvlgari’s glistening journey is just getting started.
Photography courtesy of Bvlgari.
