News Thursday, August 30th 2012
Iconic elements that Bulgari brings together in a contemporary manner by reinterpreting the legend of Cleopatra, personified as a modern living goddess by Rachel Weisz for the new advertising campaign, photographed by Annie Leibovitz.
Rachel Weisz for the new Serpenti advertising campaign © Annie Leibovitz
The snake, a longstanding design that has characterized the Bulgari collections since the Forties, an emblem further consecrated by Elizabeth Taylor who was immortalized wearing a serpent-shaped watch on the Cleopatra set in 1962 and that still today, with the same spirit, represents a true cornerstone for the venerable Roman jewelry house.
A symbol that is further celebrated in the new campaign where Rachel Weisz dips into a latter day Cleopatra becoming a contemporary Bulgari divinity - beautiful and sensual, unreachable and in - control. A quest for eternal beauty channeled by a muse and symbol who is also the beholder of a magical power, an inspirational figure who enchants with the shimmer of rare serpent-shaped jewels, classic and contemporary, with a nod to the past and an eye on the future, as in the best Bulgari tradition.
A woman whose strength, dynamism and charisma is captured by the lens of a woman equally resilient and determined - Annie Leibovitz, a world class photographer whose knack for drawing out the most intimate side of her subjects has elevated her to world status.
The backdrop is at once monumental and essential - hefty gray stone boulders that bring to mind the temples of ancient Egypt in size and scale, a stronghold where celebrating rituals was customary. A nod to the origins, represented by a geological frame evocative of nature in its most primordial and spiritual declination.
The portfolio of images rotates around a series of portraits that spotlight the jewelry, watches and eyewear from the latest Bulgari Serpenti collection.
Sinuous yet geometric, each jewel is a work of art, painstakingly crafted by Bulgari’s master jewelers in its Roman workshops. A balance between classic Bulgari and contemporary lines for a variety of forms suggested by the snake that transform its lithe body into wrap-around bracelets, rings and jewel-watches in single, double or triple coils.
An elegant play on chromatic subtleties and on transparent and matte textures. White, yellow or pink gold glittering with diamonds, in delicate sprinklings or embossed with intricate baguette cuts, alternated or mixed with precious stones and colored gemstones. ■
Talent: Rachel Weisz
Photographer: Annie Leibovitz
Art Director: Valerie Wickes
Behind the scenes: Barbara Hellmann
Make up: Stephane Marais
Hair: Orlando Pita