SOME MIGHT REGARD THE DEPICTION OF GLAMOUR DURING TOUGH TIMES AS FRIVOLOUS AND TONE-DEAF. OTHERS MAY SEE IT AS AN UPLIFTING REMINDER OF THE NEED TO CELEBRATE – AND PURSUE – LIFE, LIKE BVLGARI’S MAI TROPPO CAMPAIGN, RELEASED LAST MONTH. ITALIAN FOR “NEVER TOO MUCH”, IT’S A BLOCKBUSTER OF A SHORT THAT COULD RIVAL THE BOND SERIES IN ITS GRANDIOSITY (IT WAS FILMED AT THE 16TH-CENTURY VILLA ALDOBRANDINI IN FRASCATI, THE UNESCO-PROTECTED VILLA ADRIANA IN TIVOLI AND THE STREETS OF ROME). YET, THE STYLISH VIDEO – SHOT BY JOHAN RENCK, DIRECTOR TO MUSIC ICONS SUCH AS MADONNA AND BOWIE – IS ULTIMATELY AN ODE TO FEARLESSNESS AND INDEPENDENCE, EMBODIED BY AN UNAPOLOGETICALLY DECKED-OUT CAST FEATURING ACTRESSES ZENDAYA AND NAOMI SCOTT, MODEL LILY ALDRIDGE AND SINGER KRIS WU. WHICH BRINGS US TO THE JEWELLERY: YES, IT FEATURES PIECES FROM ALL OF BVLGARI’S KEY COLLECTIONS, BUT THE POINT – AS IT OFTEN IS IN LIFE – IS NOT SO MUCH WHAT ONE HAS, BUT WHAT ONE DOES WITH IT.
Playing a mysterious partygoer with a colourful life, Zendaya’s style in Bvlgari’s Mai Troppo campaign is equally bold and unpredictable. Think a combination of the feminine floral pieces from the brand’s Fiorever collection with the glamorous Serpenti Viper range for day. And for night? Not one, but three pendants from the iconic B.zero1 line, including the studded versions from the Rock extension released in February.
The Mai Troppo campaign by Bvlgari is an unabashed celebration of not so much the high life, but freedom, shot by Swedish director Johan Renck (right column, top) who’s best known for his lush yet moody music videos for the likes of Suede, Lana Del Rey and Queen Bey. Among its stars: an exuberant Lily Aldridge (above) – dressed in a billowing gown and the brand’s high jewellery while taking a midnight stroll by Rome’s Trevi Fountain – and the Chinese-Canadian singer/ actor Kris Wu (right column, third from top), who shows off the art of stacking Bvlgari’s B.zero1line with his signature cool all while having a cuppa.
Text & Coordination Noelle Loh