After 75 Years of ‘Serpenti’, Bvlgari Proves Ingenious at Reinvention | Savoir Flair
Jewelry
After 75 Years of ‘Serpenti’, Bvlgari Proves Ingenious at Reinvention
article BVLGARI
by Savoir Flair 3-minute read June 12, 2023

The iconic Bvlgari Serpenti design was first launched in 1948. 75 years later, the ‘Serpenti’ has stood the test of time thanks to the house’s constant commitment to artistic collaborations and design ingenuity.

article BVLGARI

Whether by nature or by design, metamorphosis takes effort and intent. In 2023, with Bvlgari celebrating the 75-year anniversary of its iconic Serpenti design, the luxury fine jewelry house has exemplified the intent to always transform, always improve, and always redefine. “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 2,000 years ago,” declares Jean-Christophe Babin, CEO of the Bvlgari Group. “They convey endless tales, artistry, and empowerment. It expanded the boundaries of jewelry, reflecting the spirit of confident women and entering the world of art through exciting creative collaborations. It was and is the ultimate Bvlgari icon of endless metamorphosis.”

The serpent is an ideal emblem on which to project a myriad of ideas. Having fascinating cultures around the world – who each impressed their own creative interpretations onto the reptile – the serpent has, over the centuries, come to express divinity in ancient Egypt, rebirth in African mythology, and regeneration in Greek mythology. Likewise, Bvlgari, in understanding the immense power of the serpent symbol, has combined efforts with artists to interpret its likeness in fine jewelry pieces for the past 75 years.

One of Bvlgari’s most well-known designs is Elizabeth Taylor’s Serpenti bracelet-watch with a Tubogas shape, which is credited with launching the design’s popularity, but the house has also expanded its vision with the aid of artistic collaborations with the likes of fashion designer Mary Katrantzou, “It” label Casablanca, and Yoon Ahn of Ambush. There are more iterations of the Serpenti out there than you can imagine, including a piece recently restored to the archives that featured the snake head with a surprising pair of eyebrows.

Finally, the house where jewelry legends are born has introduced a new range of Serpenti pieces for its anniversary year. The collection includes slim, minimal Serpenti Viper bracelets, a gorgeous double-headed Serpenti Seduttori ring with rubellite eyes, Serpenti Tubogas watches with pave diamond dials, special-edition silk scarves, and so much more. Explore more of the Serpenti universe at Bvlgari.com.

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