Image from the year 1950 of the Bvlgari history. Image from the year 1950 of the Bvlgari history. Image from the year 1950 of the Bvlgari history.

Anna Magnani wears Bvlgari at the Emilio Schubert Atelier, Rome, March 1959. Reporters Associati

1950s: Becoming Bvlgari

Anna Magnani wears Bvlgari at the Emilio Schubert Atelier, Rome, March 1959. Reporters Associati

The 1950s marked a defining era for Bvlgari, building upon the momentum of the 1940s with the launch of the first Serpenti creations. This decade was characterised by the development of Bvlgari's unique Mediterranean style, noted for its striking colour combinations and harmonious volumes.

The brand began experimenting with the round contours of the cabochon cut, reminiscent of the cupolas dotted around the Roman skyline; a technique that became a distinctive Bvlgari trait to enhance the vivacity of gem colours.

 

Midway through the 50s, Bvlgari took another step forward, introducing chromatic combinations of precious and coloured stones that were daring for the time.

Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history.

Advertising campaign, 1960-1970. Necklace, 1950s. Bvlgari Historical Archives

Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history.

Advertising campaign, 1960-1970. Necklace, 1950s. Bvlgari Historical Archives

Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history.

Gina Lollobrigida with the "David di Donatello" award, 1956. Bvlgari Historical Archives

Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history.

Gina Lollobrigida with the "David di Donatello" award, 1956. Bvlgari Historical Archives

During this period, Bvlgari's status continued to rise, with Giorgio Bulgari forging connections with prominent celebrities of the time, including Gina Lollobrigida and Anna Magnani, with the Maison becoming the preferred shopping destination for both the Roman aristocracy and jet-setting personalities visiting the Italian capital.

These relationships not only elevated the brand's standing but also aligned Bvlgari with the glitz and glamour of the era's most iconic figures. The 1950s set the stage for Bvlgari's evolution as a symbol of luxury, style, and artistic innovation in the world of high jewellery.

Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history.

Paola Senni with Bvlgari vanity case, ca. 1955. Ph. Wanda Gawronska, Vogue US, 1957

Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history. Image from the year 1950 of the Bulgari history.

Paola Senni with Bvlgari vanity case, ca. 1955. Ph. Wanda Gawronska, Vogue US, 1957

1950

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