Bulgari has unveiled its new Eternally Reborn campaign with Zendaya, Anne Hathaway and Liu Yifei, and used the Eternal City as a backdrop in some deft video editing.
 

Shot in glossy golden tones, the trio wear some dazzling jewelry as they emote and glide about Rome, the birthplace of Bulgari. Directed by Nathalie Canguilhem and lensed by fashion photographer Zoey Grossman, the shoot captures the Eternal City’s many spectacular landmarks including the Capitoline, Piazza Navona and the courtyard of Chiesa Sant’Ivo della Sapienza.
 
In some very clever editing, Hathaway is seen in a white plissé gown with a diamond and emerald necklace, hanging from a tower of Borromini’s legendary Sant’Agnese in Agone church.

“As every dawn brings the birth of a new day, Bulgari’s creative spirit is Eternally Reborn. A perpetual cycle of rebirth and elevation that now becomes the driving force of the Bulgari Eternally Reborn Brand Campaign, a powerful inspiration to embrace personal renewal, every day, with dare and confidence,” argues Bulgari in its release.
 
The Eternally Reborn aesthetic – whether snaking golden bracelet watches and serpent diamond and sapphire necklaces – in synch with the baroque and Renaissance architecture, which form the backdrop to this shoot.
 
All set to Burning by the Yeah Yeah Yeahs, before the trio of beauties finish their day at sunset at a mock Rationalist metallic sculpture above the Seven Hills of the Italian capital.
 
Entitled Vista Aeterna, and created by Dutch designer Sabine Marcelis, the sculpture has been tailor made for an Eternally Reborn activation, situated in the heart of the city, at the iconic Piazza di Spagna, from May 19 to June 15. Made of twelve travertine-based pillars adorned with reflective colored mirrors, rotating to trace the path of the sun from dawn until dusk.

Established in 1884, the Roman high jeweler is, after Tiffany, the largest marque in the Watches & Jewelry division of LVMH, which scored a 3% rise in total sales in 2023 to €10.9 billion.