Bulgari to unveil Mary Katrantzou’s Serpenti bags – WWD
MILAN – Bulgari teamed up with Mary Katrantzou.
The Rome-based jeweler will launch the “Bulgari Serpenti Through the Eyes of Mary Katrantzou” collection on March 21 with a digital and editorial campaign. This will be directed by Natalia Vodianova and the lens of French fashion photographer Hugo Comte.
The three new Serpenti styles highlight the snake’s metamorphosis and for the campaign shoot, Vodianova wears luxury jumpsuits specially created by Katrantzou for the occasion, which illustrate the Greek designer’s whimsical creations and their craftsmanship.
Katrantzou said that in her reinterpretation of Serpenti, she “wanted to emphasize the importance of its symbolism, which dates back to ancient Roman and Greek mythology. Attracted by the idea of metamorphosis, my intention was to showcase the Serpenti as a symbol of rebirth, transformation and healing. Metamorphosis refers to transformation, everyone has their own growth path and we all go through some kind of metamorphosis in the course of life, which is why the Serpenti means a lot to me.
The designer said she took inspiration from Bulgari‘s Serpenti fine jewelry bracelets and watches designed in the 1960s. “I wanted to recreate this movement as a bag handle and we designed our own handle and Serpenti clasp. The shape of the bag itself is inspired by the curved lines of the Serpenti body, and I wanted to accentuate the femininity of the lines, working in close collaboration with the incredible know-how of the leather of the Bulgari craftsmen. “
In creating a limited edition clutch bag, Katrantzou’s goal was “to create something truly unique” and to that end she put the signature Serpenti head “at the forefront of the design, I wanted to use its shape to define the silhouette, which was initially a Bulgari.
Bulgari CEO Jean-Christophe Babin said: “To talk about innovation in the world of luxury, you often have to start with icons. Symbols that define the character and style of a brand. This is Serpenti for Bulgari, in a metamorphosis that has been able to transform over the years and adapt to its time thanks to the power of the imagination.
The series “Serpenti Through the Eyes of” was born from this idea and Bulgari has already collaborated with designers such as Nicholas Kirkwood and Ambush. The luxury company has also created a capsule with Fujiwara for Japan and one with Avellaneda for Spain.
“The icon allows itself its transformation in the eyes of young designers who, like Mary Katrantzou, know how to create a perfect blend of style, glamor, creative vision and excellent craftsmanship,” he concluded.
OOnce the theme of Metamorphosis was chosen, Katrantzou “felt that the campaign should also be centered on a woman who embodies the notions of femininity, evolution and rebirth”.
She said she “immediately knew Natalia had to be the face. We both thought it would be wonderful to also partner with her charity, the Naked Heart Foundation, to support their cause and communicate our collaboration on the power of design to make sense.
The designer praised Vodianova’s “grace, generosity of spirit and compassion”, the same values she believes in and Bulgari stands for, she noted. Vodianova “is a mother, a wife, an entrepreneur and a philanthropist and to me she is the face of strength”.
As part of this, Bulgari donated an undisclosed amount to the Naked Heart Foundation, created by Vodianova in 2004, committed to supporting children and adults with special needs.
“As a role model, I have been fortunate to put my life and my success in the service of children and families with special needs,” said Vodianova. “This is why I felt particularly connected to the concept of the collection’s makeover and why I wanted to inspire others to believe that compassion for others can transform their lives.”
As reported, last month Babin said Bulgari’s outlook in the accessories category remains strong.
Accessories, along with jewelry, are the fastest growing categories, Babin said at the time, adding that bag sales have recovered, reaching pre-COVID-19 levels in 2019, and seeing “a strong appetite for luxury in the world and not only in Asia but also in Europe and the United States through local buyers. There is an urge to spend which has already exceeded 2019 levels. “