THE HAND OF HISTORY

Italy’s longest-established luxury brand is leveraging its heritage to create an exciting new vision for the future.

PHOTOGRAPHY VLADIMIR MARTI
CREATIVE DIRECTION MARNE SCHWARTZ
STYLING LAURA JANE BROWN
HAIR EDUARDO BRAVO
MAKE UP IVA OSYPYSHYNA
MODEL GALBI / FASHION LEAGUE
STYLING ASSISTANT AMELIE KLEWE
PHOTOGRAPHY ASSISTANT EFRAIM EVIDOR
WORDS ALISON TAY

Bulgari’s 138-year story is one of its brightest jewels. “Obsessed by magnificent aesthetics and craftsmanship since 1884, Bulgari has built its rich creative heritage on the unrivalled ability to draw inspiration from the 2,700 years of Roman art and architecture, and turn it into true objects of desire,” declares Jean-Christophe Babin, the CEO of the Bulgari in the book in The Art of Craft: The Glamour of Italian Excellence. “Creations that are a unique collision of rich legacy, exuberant Italian spirit and a savoir faire handed down from generation to generation.”

However respect for the past is only part of what keeps a powerhouse relevant in the present. Fashion historian Clara Tosi observes, “Bulgari is well known for its ability to create fascinating narratives. This ability has allowed the Maison to develop fundamental resources over time to help us understand female portraits or the history of cinema from an extraordinary fashion perspective – giving an insight into not only the style of an era but also its traditions.”

Tasked with bringing these elements together beautifully is Lucia Boscaini, Bulgari’s Brand and Heritage Curator. “When Bulgari joined the LVMH group in 2011, we were totally focused on the future so we didn’t have a real strategy about heritage. I was already taking care of heritage among other responsibilities and in 2014, the company decided to invest more seriously in the roots of the brand.” Lucia explains, “Heritage for us is not just paying tribute to the past, but it’s rather a way to let everyone understand what Bulgari stands for – the identity of this brand, beyond the latest launch, the latest event, the latest beautiful store that is opening, because everything is consistently bound to this identity.”

So, whenever we summon the spirit of Bulgari icons such as Gina Lollobrigida by draping ourselves in the graceful Diva Dreams’ collection, or conjure up Elizabeth Taylor’s Cleopatra while the Serpenti seductively snakes around our wrists, this storied legacy lies within our grasp.

THIS FEATURE IS PUBLISHED IN THE 4TH EDITION OF GRAZIA MIDDLE EAST. DISCOVER MORE HERE.