Snakes and Cleopatra
- two symbols that exude seduction, power, mystery and eternity. 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. 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.
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