Following on from the success of its enthralling Ramadan 2021 campaign, BVLGARI, the Roman Jeweller, has revived the bond that unites Italian and Middle Eastern culture through a new storyline for 2022.
Dedicated to celebrating the holy month, lead Italian character ‘Sofia’ returns to the region to experience more cultural traditions and continue exploring the captivating beauty of the local landscape.
Along the journey, the young woman encounters some new and some familiar faces, who embrace the opportunity to show her the delights of their home in the Middle East.
Emirati Entrepreneur Mthayel Al Ali and Saudi adventurer Raha Moharrak, who both appeared in the original 2021 campaign, are joined by Dubai-based traveler and TV presenter Mohammed Sal and fashion personality Lama Alakeel, who was born and raised in Jeddah.
Sofia and her hosts embark on a desert ride by camel and take an abra across the creek from an old village, as well as learn how to cook traditional Arabic delicacies. Emerging Abu Dhabi talent, ceramic artist Hessa Al Ajmani, is also featured, representing the rich Emirati art and crafts scene.
BVLGARI once again paints an authentic view of the region’s values, bringing to the fore the prevalent spirit of sharing, generosity and hospitality with authenticity – all qualities Italy is equally renowned for.
BVLGARI Marketing and Communications Director Sonia Maghraoui explains, “We love to mark Ramadan each year in a unique and uplifting way, and our tale of Sofia’s journey discovering the meaning of Ramadan in 2021 was met with such a warm response.
“We couldn’t wait to narrate again this sentimental moment of reunion during the holy month of Ramadan. The film is filled with special moments of joy, celebration and togetherness for our audience to enjoy and escape with.”
Coinciding with the campaign, the Italian jewellery house has launched an exclusive Ramadan Capsule. The collection features new pieces from the Iconic Divas' Dream collection, which celebrates modern Divas through the ultra-feminine fan-shaped motif. The set features malachite gemstones and full French pave, with an exclusive malachite pendant available only in Saudi Arabia. As an exclusive edition dedicated to Ramadan celebrations, the Capsule also features the iconic Serpenti Forever jewellery box bag crafted in dark forest-like emerald grain and the special-edition Serpenti Forever Top Handle, crafted in champagne-colored Molten calf leather.
BVLGARI’s Ramadan 2022 story will be revealed through a series of short teasers leading up to the final full film, released weekly throughout the month of Ramadan.
The BVLGARI Ramadan Capsule is available online now and in store.
