Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history.

1980s: Modular innovation for the modern lifestyle

The 1980s were a decade of continued international expansion for Bvlgari, with new store openings in Asia, the United States, and key European locations like Milan, St. Moritz, and London. Sensing a shift in social structures and women’s roles in society, Bvlgari pioneered the concept of modular jewellery.

This approach involved the repetition of distinctive design elements interchanging in endless combinations, leading to versatile wearable collections. The models ranged from luxurious diamond-encrusted chokers to more accessible options combining gold with steel or hardstones. These creations catered perfectly to the dynamic businesswomen of the 80s, offering jewellery that was both a status symbol and adaptable to various occasions and times of the day.

Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history.

Advertising campaign Feminine Dream, 1989-1991. Diamond parure, 1988. Bvlgari Historical Archives

Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history.

Advertising campaign Feminine Dream, 1989-1991. Diamond parure, 1988. Bvlgari Historical Archives

Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history.

Advertising campaign Bvlgari Dream, 1981-1989. Bvlgari Historical Archives

Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history.

Advertising campaign Bvlgari Dream, 1981-1989. Bvlgari Historical Archives

The versatility was also enhanced by the use of silk cords that could be mounted on jewels or precious evening bags, interchangeable and adaptable to the colour of the wearer’s outfit.

The first modular iconic collection from this era was Parentesi, featuring a distinctive parenthesis-shaped metal element inspired by a detail from Rome’s pavements. Parentesi – followed by other successful modular collections – became widely recognised and imitated, epitomising Bulgari's ability to innovate while remaining true to its heritage.

Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history.

Advertising campaign Bvlgari Dream, 1981-1989. Parentesi necklaces, 1980s. Bvlgari Historical Archives

Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history. Image from the year 1980 of the Bulgari history.

Advertising campaign Bvlgari Dream, 1981-1989. Parentesi necklaces, 1980s. Bvlgari Historical Archives

1980

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