Bvlgari’s rich heritage as an Italian fine jeweller and Alexander Wang’s signature downtown-inspired high-low approach powerfully merged for the buzzed about 'Serpenti Through the Eyes of' collaboration, which playfully explored contemporary contradictions within the luxury market.
By focusing on how luxury is packaged, Alexander Wang x Bvlgari presented packaging as a luxury unto itself, making it the focal point for the collection and our creative direction.
Having initially pitched the creative direction and production for the global launch events in both New York City and Shanghai, the campaign direction was developed subsequently, ensuring the experience as a whole felt cohesive and considered.
Photographed and directed by Eli Russell Linnetz, the global campaign saw Hailey Bieber showcase the collaboration in an empty ‘80s-inspired jewellery department.
