Bulgari’s Serpenti Celebrates Its 75th Anniversary With Local Artistry And Sparkling Mementos
The luxury house continues to command attention decades after unveiling the iconic motif, forever maintaining the perfect balance between ultramodern coolness and unwavering timelessness
The Serpenti, one of Bulgari’s most recognizable symbols is steeped in tradition. From the age of Cleopatra to today, the metamorphosis of the reptilian collection cements itself as ever-evolving keepsakes worthy of your wardrobe.
“For 75 years Bulgari has shown its audacious creativity, ingenious craftsmanship, and modern spirit through its emblematic Serpenti creations inspired by the jewels of Cleopatra, in a Rome of more than 2000 years ago,” says Jean-Christophe Babin, CEO of the Bulgari Group. “They convey endless tales, artistry, and empowerment. It expanded the boundaries of jewellery, reflecting the spirit of confident women and entering the world of art through exciting creative collaborations. It was and is the ultimate Bulgari icon of endless metamorphosis.”
Forged initially as watches and jewels in the late 1940s, the iconic emblem later expanded to handbags and other leather goods, serving as a statement of female empowerment for the wearer. With origins in Greek and Roman mythology, the snake was believed to hold regenerative powers, symbolically represented by the ouroboros–a snake biting its tale, forming an infinite circle with no beginning or end.
In the 1950s, the emblem was adorned with diamond or rubied eyes. In the ‘60s, the serpent’s scales took on a kaleidoscope of colour with multi-faceted gems. For Lucia Silvestri, Bulgari’s Jewellery Creative Director, the progression of craftsmanship is just another example of the brand’s ability to excel over the years. “Reinterpreting Serpenti sign over and over without changing its identity is an inspiring challenge,” says Silvestri. “It is this perfect balance between its heritage and creativity evolution that has made the icon truly timeless and always in step with the times.”
To celebrate, Bulgari launched the Serpenti Factory. Artists and craftsmen of all trades are invited to be inspired by the imagery of the snake. The project includes a series of unique collaborations between Bulgari and international contemporary artists such as Davide Quayola, Daniel Rozin, Sougwen Chung, and Cate M Mercier.
Threading together the past, present, and future, it’s obvious Bulgari’s magic continues to simultaneously inspire and be inspired. Much like a snake shedding its skin, the storied brand has excelled in the fine art of forever-evolving style. With such a legendary past, it seems the Serpenti tale has only just begun.
Images supplied.