As we approach the upcoming holiday season this year, Bulgari presents its holiday campaign and new collection, featuring global brand ambassador and actress Anne Hathaway.
Campaign features Bulgari‘s collection of jewelry, watches, accessories and fragrances is inspired by iconic Roman art, history, jewelry and architecture such as the Colosseum, imperial coins, fine mosaics and more Again.
The latest collection, Cabochon, celebrates the art of ancient silversmithing traditions from ancient Roman times. Blending the brand’s heritage with contemporary silhouettes, the Cabochon pendant and ring are inspired by the Cabochon cut. The new collection creates “a drop of pure molten gold,” perfect for the magical festivities to come.
Here, Jean-Christophe Babin, CEO of Bulgari, discusses the inspiration behind his new holiday campaign, modernizing the brand while remaining true to its Roman heritage and much more.
Studio Fairchild: Tell us about Bulgari’s latest campaign. What are its particularities?
Jean-Christophe Babin: The Holiday 2023 campaign is an invitation to enter the enchanting world of Bulgari 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 key global brand ambassadors, Anne Hathaway, stars in a Bulgari holiday campaign. This reinforces the connection with our 2023 brand campaign and its overarching message that “Magnificence Never Ends.”
Studio Fairchild: What was the inspiration behind the campaign?
JCB: The Holiday Season campaign is a new chapter in Bulgari’s journey of magnificence, which began with the brand campaign, a campaign that elevates ordinary moments of the holiday season into extraordinary experiences. Bulgari creations are the “key” to access this magical world.
In terms of aesthetic language, the campaign is full of references to our Roman DNA. A multi-arched corridor inspired by the architectural masterpieces of the Eternal City symbolizes the entrance to an infinite path of wonder. The eight-pointed stars you’ll find in our Bulgari flagship stores around the world point the way to magical wonder. A cascade of colorful gemstones brings pathos and emotion to the entire experience while our iconic jewelry symbols such as Serpenti come to life, as if by magic. Ultimately, the signature Bulgari gift box becomes the promise of unforgettable end-of-year celebrations.
Fairchild Studio: How does this campaign modernize the brand’s evolving aesthetic?
JCB: The campaign takes place in an almost surreal Rome. Anne Hathaway walks through a baroque Roman palace, which at the same time is full of references to Bulgari’s inimitable Roman essence, revisited in a modern way.
The corridors’ recurring motif of infinite arches, for example, is inspired by classical Roman architecture, but rendered through a radically contemporary aesthetic. It is a play 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 that is part of the end-of-year celebrations!
Fairchild Studio: How does the brand continue to build consumer loyalty while capturing the attention of a wider audience?
JCB: The future is increasingly full of exciting challenges, and ours is based on the strong connection with our Roman roots, which are an integral part of the brand’s success, as well as on the boldness and innovation that have forged its DNA. We want to continue to be at the forefront of creativity, sustainable materials and craftsmanship in all our initiatives right down to the hospitality of our hotels.
We wish to capitalize on the experiences acquired in the digital world, from the certificates of traceability and authenticity with “Bulgari Touch” integrated for years in all our major leather goods and now gradually transferred to watches with engraved micro QR codes, up to to collectible digital arts NFTs. (non-fungible tokens), associated in the blockchain with extraordinary masterpieces of high jewelry or watchmaking.
At the same time, we wish to intensify our homage and support for the arts, whether ancient, baroque or contemporary projects, by financing projects allowing young emerging artists to shine the spotlight through a Serpenti exhibition, for example. We continue to support the education and health of young children through Save the Children, with whom we will celebrate 15 years of collaboration in 2024. With more than $105 million in donations, we have changed the lives of more than two million people. children since our beginnings. Everything enhances our creativity, strengthens the bond with our loyal customers and opens us up to younger generations with whom we can speak the same language by offering unique experiences.
Fairchild Studio: What’s next for the brand?
JCB: 2024 marks Bulgari’s 140th anniversary since its founding in Rome in 1884 by a visionary and immensely talented Greek immigrant, Sotirio Voulgaris. He changed his name to Bulgari to sound more Italian, as Rome was the start of his new life and a journey to global glory he never imagined or dreamed of. So stay tuned!