While the fashion crowd gathered in New York for the fashion week, Bulgari took the opportunity to break the news at its 5th Avenue store: Lily Aldridge is the new brand ambassador. She is set to lead the Roman jeweller’s global campaigns through 2017. Aldridge, most well-known as a Victoria’s Secret angel, follows in the footstep of Carla Bruni-Sarkozy, Julianne Moore and Rachel Weisz.
“Lily is much younger and as a luxury brand, we have to talk to not only the people buying today but also those who will buy tomorrow. Lily has an advantage. Even though she is not Italian, she looks golden and exotic — very much I think like those [classic] Italian divas,” says Bulgari CEO, Jean-Christophe Babin as quoted by WWD.
The first series of images from the brand campaign is out, snapped by Mario Testino and embodying Bulgari’s “larger than life” spirit. True to the jeweller’s Italian glamour identity, the campaign is set to exude the exotic Mediterranean charm, with sun-kissed Aldridge posed among the historical structures around Rome and around opulent marbles – a representation of The Eternal City.
In the campaign, Aldridge is draped with a number of Bulgari’s most iconic styles – including the Diva and the Serpenti. The global campaign will officially be launched in October.