The sun rises on a new dawn. Honouring a 140-year-long legacy of endless renewal, the 2024 Bvlgari Brand Campaign is a journey through inspiring transformations and eternal rebirth. Since its inception in 1884, the Roman High Jeweller has embraced perpetual evolution, as an inexhaustible source to elevate life.

Rome’s eclectic fusion of different eras and styles is reflected in the distinctive designs, gem combinations and in the unparalleled craftsmanship of the jewellery masterpieces worn by Bvlgari’s Global Brand Ambassadors, Anne Hathaway, Zendaya and Liu Yifei while on their path of personal renewal and self-discovery.

Directed by Nathalie Canguilhem and lensed by fashion photographer Zoey Grossman, the campaign follows the unveiling of the Aeterna high jewelry collection in Rome last week. Hathaway and Yifei attended the fashion show staged to present the collection and held at the antique complex of the Baths of Diocleziano, which was walked by the likes of Isabella Rossellini and Carla Bruni.

The collection, designed by Bulgari’s jewellery creative director Lucia Silvestri, is especially meaningful because it marks the 140th anniversary of the Rome-based brand.

To celebrate the company’s milestone, Silvestri and its artisans conceived the Serpenti Aeterna necklace, which she said was “the most precious necklace ever crafted by Bulgari.” A rough diamond of more than 200 carats was cut to create seven D flawless ultra clear and pure pear diamond drops totaling 140 carats, one for each year of the brand’s history.

As part of the “Eternally Reborn” activations, Bulgari has conceived a dedicated installation “Vista Aeterna,” created by Dutch designer Sabine Marcelis. It offers a contemporary interpretation of Rome’s urban landscape and is situated by the Spanish Steps until June 15. The installation comprises 12 travertine-based pillars adorned with reflective coloured mirrors, which rotate throughout the day, tracing the path of the sun from dawn until dusk.