Anne Hathaway and Priyanka Chopra Jonas headline Bulgari’s latest Serpenti Icon campaign, embodying the Roman maison’s legacy of refined craftsmanship, modern design, and serpent-inspired symbolism. Shot by acclaimed photographer Chris Colls and styled by Erin Walsh, the campaign casts both global ambassadors in looks that balance bold elegance with contemporary poise.
The Serpenti collection remains one of Bulgari’s most recognizable designs, rooted in a motif that celebrates transformation and power. The snake has been central to Bulgari’s identity since the 1960s, evolving into a hallmark of its jewelry and watches.
Striking Visuals and Signature Style
In the 2026 Serpenti campaign, Hathaway appears in a sleek, deep-green fitted top that highlights the gleam of gold Serpenti bracelets, rings, and a signature Serpenti Tubogas watch. The timepiece wraps fluidly around her wrist, symbolizing the Serpenti line’s continuous motion and heritage. Priyanka Chopra Jonas complements the vision in rich cerulean and brown tones, adorned with bold Serpenti necklaces and stacked gold pieces that accentuate the collection’s sculptural strength.
The campaign’s visual narrative underscores Bulgari’s mastery in blending antiquity with modernity. Both Hathaway and Chopra Jonas wear jewelry that sits at the intersection of fine artistry and contemporary glamour, reinforcing the Serpenti collection’s universal appeal to discerning collectors and fashion enthusiasts alike.
Brand Legacy Meets Iconic Ambassadors
Bulgari, founded in Rome in 1884, has been synonymous with exquisite jewelry, watches, and luxury accessories for nearly 150 years. The Serpenti collection, in particular, draws on the symbolism of the serpent—a representation of wisdom, eternity, and renewal.
Hathaway’s ongoing partnership with Bulgari has included high-profile appearances that elevate the brand narrative beyond campaigns. For example, at Bulgari’s “Serpenti Infinito” exhibition in Shanghai, she wore a sculptural gold Oscar de la Renta gown paired with bold Bulgari Serpenti jewelry, reinforcing her role as a fashion-forward advocate of the brand’s identity and craftsmanship.
Serpenti’s Modern Relevance
The new Serpenti campaign reinforces Bulgari’s position at the forefront of luxury jewelry. Each piece—whether a sleek watch, sculpted necklace, or coiled bracelet—speaks to an evolving انداز vocabulary that values timeless allure and precise Italian engineering. This campaign not only showcases standout pieces but also aligns with Bulgari’s intention to continue its legacy through influential global faces.
Readers will find that the Serpenti collection is more than jewelry: it is a narrative of heritage, reinvention, and enduring elegance.
Images Courtesy of Bulgari
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The Serpenti Story: Six Decades of Serpent Symbolism
Few motifs in fine jewelry carry as much cultural weight as the serpent, and Bulgari has championed it longer than virtually any other luxury house. The Serpenti line traces its origins to the 1940s and 1950s, when Roman goldsmiths first began coiling flexible gold tubing — the now-iconic Tubogas technique — around the wrist in sinuous, snake-like forms. By the 1960s, the silhouette had become a calling card for Bulgari’s most celebrated clientele, worn prominently by Elizabeth Taylor and other luminaries of the silver screen.
The serpent’s symbolism runs deep across civilizations – revered in ancient Egyptian, Greek, and Roman cultures as an emblem of wisdom, eternal renewal, and transformative power. Its enduring role as a serpent symbol in jewelry reaches well beyond haute couture – from ancient amulets to contemporary silver craftsmanship, the motif continues to captivate designers and collectors alike. Bulgari has never lost sight of this mythology. Instead, the house has woven it into every iteration of the collection, from the earliest wraparound bracelets to today’s technically sophisticated high-jewelry creations set with emeralds, rubies, and pavé diamonds.
What makes the Serpenti endure across generations is its duality: it reads simultaneously as ancient and urgently contemporary. The 2026 campaign, with Hathaway and Chopra Jonas at its center, is the latest proof that the serpent motif loses none of its power — it simply finds new women worthy of wearing it.
Anne Hathaway & Priyanka Chopra Jonas: Why These Two Ambassadors Define Bulgari’s Global Vision
The pairing of Anne Hathaway and Priyanka Chopra Jonas is far from accidental — it is a deliberate and strategically resonant choice that reflects the geographic and cultural breadth of Bulgari’s ambitions. Hathaway, the Academy Award-winning actress whose career spans prestige drama and global blockbusters, represents a distinctly Western archetype of refined, intellectually engaged glamour. Her aesthetic sensibility consistently leans toward the sculptural and the considered, making her a natural fit for Bulgari’s architecture-inspired designs.
Priyanka Chopra Jonas brings an entirely different — and equally compelling — dimension to the campaign. As one of the most recognizable South Asian entertainers in the world, her reach extends across Bollywood, Hollywood, and global pop culture with rare fluency. She brings to Bulgari an audience that spans Mumbai to Milan, Los Angeles to London, and her confident embrace of bold, stacked jewelry speaks directly to markets where maximalist adornment is both tradition and aspiration.
Together, the two ambassadors communicate something Bulgari has long understood: true luxury is not monolithic. It is expressed differently across cultures, body types, personal histories, and style languages. By centering both women equally in the Serpenti Icon campaign, Bulgari signals that its jewelry belongs not to one woman or one world, but to every woman who recognizes power when she wears it.
How to Wear Serpenti: Styling the Collection for Every Occasion
Part of the Serpenti collection’s enduring commercial and cultural success lies in its remarkable versatility. While the campaign images showcase the jewelry at its most cinematic — bold stacking, full editorial looks, the full force of Bulgari’s creative vision — the pieces translate with equal authority into everyday luxury dressing.
- The Serpenti Tubogas Watch: Worn alone, this wraparound timepiece functions as both a watch and a bracelet, making it one of the most wearable entry points into the collection. It layers effortlessly over a white shirt cuff or a cashmere sleeve.
- Stacked Bracelets: Following Chopra Jonas’s lead in the campaign, mixing coiled Serpenti bangles with slim gold bands creates a curated, high-low tension that feels distinctly modern.
- The Serpenti Necklace as a Statement Anchor: Worn against a minimal neckline — a crisp tailored blazer, a slip dress, or even a clean crew-neck knit — a Serpenti necklace needs no supporting cast. It commands the look entirely on its own.
- Evening Maximalism: For formal occasions, Bulgari’s high-jewelry Serpenti pieces set with colored stones reward the kind of bold commitment Hathaway demonstrated at the Serpenti Infinito Shanghai exhibition.
The collection rewards both restraint and extravagance — a rare quality that keeps it relevant across decades, dress codes, and personal style philosophies.
