Bulgari’s Holiday Campaign Embraces the Past, Present and Future
Ahead of this year’s upcoming holiday season, Bulgari is showcasing its holiday campaign and new collection — starring global brand ambassador and actress Anne Hathaway.
The campaign features Bulgari’s jewelry, watches, accessories and frangrances collection taking cues from iconic Roman art, history, jewelry and architecture such as the Colosseum, imperial coins, fine mosaics and more.
The latest collection, Cabochon, celebrates the art of the ancient goldsmithing traditions from the ancient Roman era. Blending the legacy of the brand with contemporary silhouettes, the Cabochon pendant and ring draw influence from the Cabochon cut. The new collection creates “a drop of pure molten gold,” perfect for the magical festivities to come.
Here, Jean-Christophe Babin, chief executive officer of Bulgari discusses the inspiration behind its newest campaign for the holiday season, modernizing the brand while staying true to its Roman heritage and more.
Fairchild Studio: Tell us about Bulgari’s latest campaign. What are some of its differentiating features?
Jean-Christophe Babin: The 2023 Holiday Season campaign is an invitation to step into the enchanting Bulgari universe and discover its infinite wonders – a reminder that under the light of magnificence, life can be more fabulous than your dreams. For the first time, one of our major global brand ambassadors, Anne Hathaway, is starring in a Bulgari Holiday Season campaign. This strengthens the connection to our 2023 brand campaign and its overall message that “Magnificence never ends.”
Treasure the holiday glow. In a world brimming with magnificence, there is no greater delight than bestowing Bulgari’s gifts upon your loved ones. The hypnotic Serpenti icon grants your deepest holiday desires and elevates your celebrations.
Fairchild Studio: What was the inspiration behind the campaign?
J.C.B.: The Holiday Season campaign is a new chapter in Bulgari’s journey of magnificence, which started with the brand campaign, one that elevates the ordinary moments of the festive season into extraordinary experiences. Bulgari’s creations are the “key” to access to this world of magic.
In terms of aesthetic language, the campaign teems with references to our Roman DNA. A multi-arched corridor inspired by the Eternal City’s architectural masterpieces symbolizes the entrance to an infinite path of wonder. The eight-pointed stars that you find in our Bulgari flagship boutiques around the world signal the way to magical amazement. A cascade of colored gemstones brings pathos and emotion to the whole experience while our iconic jewelry symbols such as Serpenti come to life, as if by magic. At the end, the signature Bulgari gift box becomes the promise of an unforgettable holiday season.
Fairchild Studio: How does this campaign modernize the brand’s evolving aesthetic?
J.C.B.: The campaign is set in an almost surreal Rome. Anne Hathaway walks through a baroque Roman Palazzo, which at the same time is full of references to Bulgari’s unmistakable Roman essence — revisited in a modern way.
The recurring motif of the infinite arches’ corridors, for example, draws on classical Roman architecture, yet rendered through a radically contemporary aesthetic. It is an interplay between references that are part of the rich cultural heritage of Bulgari — and therefore of the city of Rome — and an aesthetic language that is always fresh, new and surprising. Of course, with that touch of magic which is part of holiday season!
Holiday allure. The sparkling jewelry designs of the Bulgari Cabochon collection promise to put a twinkle in your loved one’s eye. This festive season, we transform precious metals into wearable poetry — but you give the gift of a golden embrace.
Fairchild Studio: How does the brand continue to keep the loyalty of its consumers while simultaneously capturing the attention of a bigger audience?
J.C.B.: The future is increasingly full of exciting challenges, and ours is based on the strong connection with our Roman roots, which are an eternal and integral part of the brand’s success, as well as on the audacity and innovation that have forged its DNA. We want to keep leading sustainable creativity, materials and craftsmanship in all our initiatives right up to the hospitality of our hotels.
We want to capitalize on the experiences gained in the digital world, from traceability and authenticity certificates with the “Bulgari Touch” embedded in all our large leather goods for years and now progressively transferred to watches with engraved micro QR codes, to collectible digital arts NFTs (non-fungible tokens), associated in the blockchain to extraordinary Masterpieces of High Jewelry or Watches.
In parallel, we want to intensify our tribute and support to the arts whether antic, baroque or contemporary funding projects allowing young emerging artists to get the spotlight through a Serpenti Exhibition for instance. We continue to support young kids’ education and health through Save the Children with whom we’ll celebrate 15 years of collaboration in 2024. With more than $105 million in donations, we have changed the lives of over two million children since we started. Everything adds value to our creativity, strengthens the bond with our loyal customers and opens us up to young generations with whom we can speak the same language offering unique experiences.
Fairchild Studio: What’s next for the brand?
J.C.B.: 2024 marks the year of Bulgari’s 140th anniversary since its founding in Rome in 1884 by a visionary and immensely talented immigrant from Greece, Sotirio Voulgaris. He changed his name to Bulgari to sound more Italian as Roma was the start of his new life and a journey to global glory that he would have never imagined or dreamed. So stay tuned!
