The Hidden Meaning Behind Bulgari’s Colours of Ramadan Campaign
Bazaar Arabia colour-decodes The Roman Jeweller’s seasonal campaign starring Mthayel Al Ali, Abdulrahman Al Muftah, Sumaya Rida, and DJ Hassan Ali
During this special time of year the multi-coloured fanous (or lanterns in English) are traditionally known to decorate the region’s streets, buildings, and homes – and it’s this same spirit of chromatic creativity that Bulgari has used to usher in Ramadan 2024, with a new campaign that truly harnesses the artistic power of colour.
Unveiling the kaleidoscopic Colours of Ramadan exclusively in the region, the creative dialogue between colour and gemstones has been a timeless source of inspiration for the Roman high jeweller, renowned for its bold and vibrant pieces loved by the likes of Elizabeth Taylor and Sophia Loren.
Ever since the late 1950s, the house has set a new standard for daring chromatic combinations, embodied by a range of colourful precious gems from sapphires and rubies, to emeralds and diamonds. Still, Colours of Ramadan is not merely an aesthetic celebration of colour, but it fundamentally honours the values of joy, peace, dreams, and love that each colour represents. Together, the hues harmoniously combine to paint a beautiful cinematic portrait of the most divine month for Muslims around the world.
Bulgari’s Colours of Ramadan: Celebrating The Region’s Natural Diversity And Values
Prominent Emirati entrepreneur Mthayel Al Ali represents the colour blue, dubbed the colour of dreams by the Roman house. Such a chromatic association is befitting of the United Arab Emirates, a country which has made the impossible possible through the power of ambitious dreams. Blue also adorns a range of Bulgari pieces in the Ramadan collection – notably, its sapphire-inspired fine jewellery pieces which exude regal elegance.
Qatari designer Abdulrahman Al Muftah was chosen to represent white, the colour of peace. Chromatically, white results from a combination of all the colors on the electromagnetic spectrum; and symbolising, it encapsulates the endless purity and peace of the Ramadan season – fostering a sense of interconnectedness and encouraging us to start anew.
Finally, Saudi Arabian actor and recipient of a Red Sea Film Foundation award Sumaya Rida and Kuwaiti music producer DJ Hassan Ali are chromatically aligned with the colour of joy: orange. Not only does orange paint a picture of the region’s rich desert landscape, but it also draws our attention to the orange ribbons omnipresent throughout the campaign.
Indeed, included in Bulgari’s signature brand colour palette, the orange ribbons were meticulously chosen by the fine jewellery maison to adorn all gifts this Ramadan season – putting a bow on an already breathtakingly beautiful and vibrant campaign.
To peruse Bulgari’s Ramadan collections, click here.
Images and videos supplied.