In a world obsessed with the next big thing, Bvlgari (Instagram) is betting on the forever. The Roman house’s new Eternally Iconic campaign doesn’t just celebrate heritage—it reframes it. With five of its most legendary creations at the core, the spotlight falls squarely on B.zero1 – a rule-breaking icon that’s not just timeless, but fearless in its reinvention.
Born in 1999, B.zero1 didn’t just join the canon—it rewrote it. With its industrial Tubogas spiral and bold BVLGARI logo engraved in Roman epigraphy, it fused antiquity with modernity in a single, coiled breath. But what’s truly remarkable is what came after. Over the years, this ring has become a canvas for experimentation—ceramic, marble, tri-tone gold—each iteration proving that timelessness isn’t static, it’s in motion.
B.zero1 refuses to be confined. It’s a jewel that wears its contradictions proudly: architectural but emotional, historic yet ahead of its time, minimalist in form but maximalist in impact.
Alongside B.zero1, Eternally Iconic reintroduces four more Bvlgari legends—Serpenti, Tubogas, Divas’ Dream, and Octo. Each one channels the eternal spirit of Rome, reinterpreting mosaics, geometry, and architecture into wearable statements.
Framed against Rome’s timeless skyline and floating atop translucent plinths, the new campaign visuals echo the pieces’ defiant energy — icons reborn for every generation that dares to rewrite the rules.
This rebirth is part of the global rollout, Bvlgari is launching the Reborn Series: Iconic Stories—a digital documentary lineup featuring brand ambassadors including Zendaya, Anne Hathaway, Damiano David, Priyanka Chopra Jonas and Lorenzo Viotti. Each voice adds to the evolving dialogue of identity, reinvention, and power. The message? Icons aren’t born. They’re made for eternity.
Later this summer, the Maison will also host exclusive masterclasses led by Bvlgari’s creative minds, offering deep dives into the craftsmanship and vision behind these icons, including the spiral genius of B.zero1.
In the end, Eternally Iconic isn’t about looking back—it’s about looking forward. And no piece captures that spirit more than B.zero1. In a campaign built on the idea of eternal reinvention, it’s the ring that never stops becoming.
For the dreamers, the disruptors, the ones who live in spirals not straight lines—this one’s for you.
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