Bvlgari Serpenti: 75 Years of Infinite Tales

Bvlgari’s Serpenti is one of the, if not the most, iconic image of the Italian fashion house.

Founded in 1884 in Rome, Bvlgari owes a lot of its values to the architectural and design hub the Italian capital is. Rome is so important that the logo is written in Latin lettering to pay homage to classical Latin inscriptions.

The exquisite craftsmanship and magnificent jewelry made the success of Bvlgari as we know it today. In the beginning the focus was on silver and gold, so to work with the advantageous legacy of silversmithing many tourists were looking for in Rome at the time.

serpentine sconce by koket

It was only in 1940, after reflecting French design of Art Déco that Bvlgari found its Italian voice in the market. It was the beginning of the “Dolce Vita Era”, and the brand started to be acclaimed by its daring colors and eclectic fair. And modular jewels and unconventional materials perfect for any woman who wanted to shine from the crowd.

Adding to the image and heritage of the Bvlgari brand there came it’s unique motifs. The Fiore brooch, Bvlgari Bvlgari watch, Monete coin, Parentesi pattern, Tubogas band and the Serpenti design. But what makes the 75 year old Serpenti so iconic?

Bvlgari Serpenti: Now & Then

The Serpenti design was first introduced in the late 1940s. It was inspired by mythology and the ancient meaning behind the symbol of a snake. An emblem of wisdom, rebirth and vitality, worn as an ornament and talisman.

Its first appearance in the luxury world was through timepieces made with flexible tuboga bands. This made the recognizable movement of the snake around the wrist we know today. Later the brand brought some mystery behind Serpenti. By hiding the watch dial with the head of the snake, and through the detail behind the scales of the animal. Making it look like the the wearer of the timepiece or bracelet was in fact in control of a snake.

It remains to be Bvlgari’s signature design and piece because of the colour, materials, wearability and state-of-the art goldsmith techniques that are unlike any other in the luxury world.

In latest years, Bvlgari has used its serpenti motif in more accessories. Branching it out to purses, scarves and more. Moreover the brand has started a brand ambassador strategy that welcomes talented women from all industries, in order to celebrate the italian brand’s heritage and cultural importance in the days of today.

Bvlgari is celebrating 75 years of the Bvlgari Serpenti, with two exhibitions in Madrid. One covers the history behind the serpenti motif. And another showcases a digital installation in collaboration with Refik Anadol.

You can learn more about this exquisite piece in jewelry history from 17th February to 16th April at The Museo Nacional Thyssen-Bornemisza. Find more information about this exhibit here.

Words by @madforyou_lhm
All images are copyrighted and property of Bulgari

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