Bulgari taps Lily Aldridge as new campaign star
Lily Aldridge is the new face of Bulgari.
The stunning U.S. model will front the Italian brand’s campaign throughout 2017, with the first image, shot by Mario Testino, already released. In the photo Lily stars in a close up shot, with a Bulgari bangle, in the shape of a snake, adorning her left wrist. The shot is meant to evoke “Roman opulence” says the label’s chief executive officer Jean-Christophe Babin.
On why Bulgari went with Victoria’s Secret model Angel Lily instead of an A-list actress or singer like previous campaign stars Julianne Moore and Rachel Weisz, Babin explained during a press conference a fashion star better reflects the Roman lifestyle.”
“I think Bulgari is much more than one person. A model is a better platform for us to communicate the many angles of the Roman lifestyle,” he noted.
“It depends on your brand awareness and brand representation. For some brands it might make sense to sign a famous name because people will identify and attach your name to that famous name, but in the case of Bulgari we do not need people identifying one person with our name. Even Carla Bruni (former spokesmodel) is not so known outside Italy and France.”
The adverts will officially drop in the November issues of magazines, including Vogue, WSJ and Architectural Digest.
Babin is hoping 30-year-old Lily, who has previously starred in campaigns for Rag & Bone and skincare company Proactiv, will draw a younger audience to the luxury jewellery company.
“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,” he shared. “Lily has an advantage. Even though she is not Italian, she looks golden and exotic — very much I think like those (classic) Italian divas.”