The Year of the Snake

Bulgari opened the doors of the Fifth Avenue flagship store for the “Serpenti Collection”, an exhibition in celebration of the House’s serpentine jewels and watches.

Text: Penny Karakasi


No other house has such a strong association with snakes as Bulgari. 2013 is the Chinese year of the snake and Bulgari celebrates it with a new collection of jewels, crafted with valuable elements in a contemporary manner by interpreting the queen Cleopatra, personified as a modern living Goddess. The advertising campaign is shot by Annie Leibovitz, starring Rachel Weisz.

“The serpent should be on every finger and all wrists and all everywhere…”, said Diana Vreeland once. The ultimate fashion icon and former editor-in-chief of American Vogue loved to accessorize with reptilian pieces and used to wear a Bulgari belt around her neck, like a the necklace Elizabeth Taylor wore while playing Queen Cleopatra.

A big exhibition took place in the Fifth Avenue flagship store in New York, in honour of the most iconic Bulgari’s reptile. The known artist Fabien Illou created an impressive snake-like installation to decorate the front part of the store, during the exhibition.

Visiting the exhibition, one could see some of the most legendary snake inspired pieces of the House, including the first creation of the early Serpenti bracelet watches in the 1940s.

Assouline has released a book to coincide with the event, written by Marion Fassel, which includes numerous images of famous snake-like Bulgari jewels, including those which belonged to Elizabeth Taylor, Marisa Berenson and Diana Vreeland.

The Bvulgari Sepenti collection is going to be out for 3 months.