Transformation has always been at the heart of Bvlgari’s Serpenti, not as a trend, but as a philosophy. In the House’s new Serpenti campaign released in January 2026, that spirit of constant renewal is brought to life through the luminous presence of global ambassadors Anne Hathaway and Priyanka Chopra Jonas.

Photographed by renowned lensman Chris Colls, the campaign captures Serpenti bathed in radiant light, where movement becomes meaning. Anne Hathaway appears adorned in Serpenti Viper, while Priyanka Chopra Jonas wears Bvlgari Tubogas, each embodying a different yet complementary expression of the icon’s power. Their graceful gestures echo the snake’s symbolism of regeneration, fluidity, confidence, and endless evolution.

This new chapter also marks the latest evolution of the Serpenti Viper collection, with six new designs introduced in January 2026. The pieces reinterpret the serpent’s scales through flowing geometric patterns, offering a contemporary edge that remains unmistakably Bvlgari. Crafted in yellow and white gold, the designs balance bold sensuality with refined versatility, reinforcing Serpenti’s ability to adapt while preserving its iconic essence.

More than jewellery, Serpenti is a message, one that encourages embracing change as a source of strength. Its perpetual transformation mirrors life itself: cyclical, powerful, and beautifully infinite.

The Serpenti Viper collection is available at Bvlgari boutiques nationwide and on the official Bvlgari website.