Dua Lipa is back in Bulgari’s world, this time bringing the house’s most recognisable symbol into the rhythm of New York City.
The global brand ambassador appears in the latest Serpenti Helix imagery, wearing a sculptural necklace built around the serpent motif that Bulgari has been reworking since 1948. At the centre sits a 5.46 carat pear shaped spinel, catching the light as the piece coils around the neck in a design meant to evoke movement, transformation and continuous reinvention. Bulgari has long positioned Serpenti as a symbol of metamorphosis, and the Helix interpretation pushes that idea into a more graphic, contemporary direction.
Serpenti Gets a More Fluid, Modern Shape
What makes the Helix necklace striking is the way it plays with line rather than relying only on gemstone weight. The spiral form wraps the neck with a sense of movement, while the pear shaped spinel becomes a focal point without overwhelming the design.
It feels less ceremonial than some traditional high jewellery pieces and more like something made to move with the wearer. That suits Dua, whose fashion identity has always mixed glamour with a slightly sharper, more contemporary edge.
The New York setting adds to that tension. Bulgari’s Roman heritage is still very present, but placing Serpenti against the city’s harder, faster backdrop gives the jewellery a different energy. The house has been expanding the Serpenti story across New York this season, including its Serpenti Infinito installation on the High Line and a major celebration attended by Dua Lipa, Anne Hathaway and Lisa.
Dua Lipa and Bulgari Have Become a Natural Pairing
Dua was named a Bulgari global ambassador in 2026, and Serpenti has quickly become central to her jewellery wardrobe. She has worn variations of the motif at major appearances, including Cannes and her wedding celebrations, where a Serpenti necklace became part of her bridal jewellery story.
That history gives this campaign more continuity than a one-off celebrity placement. Dua’s style already leans toward bold, sensual jewellery, and Serpenti’s combination of symbolism, glamour and strong design fits naturally into that language.
A Campaign Built Around Transformation
Bulgari describes Serpenti as an icon of endless rebirth, and the Helix design makes that idea visible through its spiral construction.
With Dua in New York, the campaign feels less about old world jewellery codes and more about movement, reinvention and presence. The spinel brings the colour and rarity, but the real strength of the piece is its shape.
It does not simply sit around the neck. It seems to move with it.
