Cover Actress and Bvlgari global ambassador Anne Hathaway stars in the latest Serpenti campaign
Actress and Bvlgari global ambassador Anne Hathaway stars in the latest Serpenti campaign
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A symbol of transformation and reinvention since 1948, Bvlgari’s Serpenti continues to evolve through new designs that celebrate versatility and individual expression
The serpent has taken many forms at Bvlgari since it first appeared in the Roman brand’s creations in 1948. Long associated with transformation, renewal and rebirth, the motif carries a symbolism that has become central to Serpenti’s identity and its continuous evolution. The Serpenti Viper is among its most pared-back interpretations, replacing a literal depiction of the creature with a rhythmic sequence of geometric scales. The result is unmistakably Serpenti, but designed with enough simplicity and flexibility to be worn in different ways—a contemporary expression of the spirit of reinvention that has defined the icon for nearly eight decades.
Continuing this evolution are six recent additions to the Serpenti Viper collection. Crafted in yellow and white gold, the pieces range from discreet pendants to elongated earrings and a sculptural collier. Rather than radically altering its established design language, they introduce new silhouettes and styling possibilities, reinforcing the versatility and wearability that allow Serpenti to become an expression of individual style.
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Above Actress and Bvlgari global ambassador Anne Hathaway stars in the latest Serpenti campaign
Actress and Bvlgari global ambassador Anne Hathaway stars in the latest Serpenti campaign
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At the heart of Serpenti Viper is a distinctive design language built around stylised, modular scales and a streamlined silhouette. Each gold element is meticulously assembled by Bvlgari’s artisans, allowing the jewellery to articulate and follow the contours of the body. This allows for a contemporary expression of Serpenti that balances its recognisable design codes with a more minimalist aesthetic, demonstrating how an established icon can evolve without losing its identity.
Yellow gold, a metal long associated with Bvlgari’s bold Roman aesthetic, brings warmth to three of the latest designs. Perhaps the most understated is the pendant necklace, where a miniature Serpenti Viper motif encircles a fine chain. Its compact proportions offer an easy entry point into the collection and make it particularly suited to layering with other necklaces.
The new collier takes the idea in a more dramatic direction. A continuous sequence of gold scales traces the neckline before extending into a long central drop, translating Serpenti Viper’s signature design into clean geometry. Diamond pavé details at the extremities punctuate the design with light while keeping the emphasis firmly on its articulated construction.
Above Serpenti Viper necklace in yellow gold set with diamonds on the head and tail
Above Serpenti Viper pendant necklace in yellow gold
Serpenti Viper necklace in yellow gold set with diamonds on the head and tail
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Completing the yellow gold trio is a pair of long drop earrings. The articulated scales create movement along their length, while diamond pavé highlights the serpent’s head and tail. These creations demonstrate the versatility of Serpenti Viper’s design language, which translates just as naturally into an understated everyday pendant as it does a more expressive statement piece.
White gold offers a cooler interpretation of the same codes. The pendant necklace appears again in the metal, while new hoop earrings bring the Serpenti Viper motif into a compact circular silhouette, with diamond pavé tracing its sculpted contours. A pair of long drop earrings completes the six new designs, echoing the elongated proportions of the yellow gold version. Having two different gold treatments across the collection demonstrates how a change of metal can shift the character of the same motif, from the warmth of yellow gold to the crisp brilliance of white.
The variety also speaks to how Serpenti Viper can be worn. A single pendant or pair of hoops can provide a more restrained interpretation of the icon, while the collier and drop earrings bring greater presence. Beyond the new pieces, the collection’s existing rings and bracelets invite further combinations, with different metals, diamond settings and silhouettes stacked together.
Serpenti Viper pendant earrings in yellow gold set with diamonds on the head and tail
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This freedom to experiment is part of Serpenti’s enduring appeal. Whether worn as a single signature piece or layered with other jewellery, the collection offers room for personal interpretation, allowing each wearer to make the familiar design codes their own.
The same idea underpins Bvlgari’s latest Serpenti campaign, photographed by Australian fashion photographer and director Chris Colls and starring global ambassadors and actresses Anne Hathaway and Priyanka Chopra Jonas. Hathaway appears in Serpenti Viper creations, while Chopra Jonas wears the brand’s Serpenti Tubogas designs. Against prismatic reflections and shifting light, the campaign draws on the serpent’s enduring association with transformation and renewal, presenting change not simply as an aesthetic idea but as an expression of personal growth and self-discovery.
It is a fitting message for an icon that has continually evolved over nearly eight decades. From its earliest interpretations to the streamlined geometry of Serpenti Viper, Bvlgari has found new ways to express Serpenti’s distinctive identity through design and craftsmanship. With the latest creations, that evolution continues through new proportions and styling possibilities, inviting each wearer to interpret the icon in their own way.
Credits
Images: Bvlgari
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Annabel Tan is the Editor of Watches and Jewellery at Tatler Singapore, where she covers all things luxury timepieces and fine jewellery across both print and digital platforms. She is also the Editor of Tatler GMT Singapore, a role that deepens her fascination with the ever-evolving world of watchmaking. Outside of work, she’s usually on the hunt for her next favourite watch that she can’t afford, planning her next beach getaway, or catching up on the latest Formula 1 race.
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