BVLGARI UNVEILS “JOURNEYS OF RAMADAN” — A CELEBRATION OF REBIRTH, REFLECTION, AND RESILIENCE 

BVLGARI, the renowned Roman jeweler, proudly unveils its “Journeys of Ramadan” campaign, honoring the Holy Month’s profound themes of rebirth, reflection, and resilience. This initiative underscores the House’s dedication to celebrating tradition through contemporary expressions of faith and creativity. 

The campaign features a series of evocative films highlighting the journeys of three exceptional female artists from the Middle East, each embodying a unique connection to Ramadan: 

MARYAM ALTAJER – THE DESERT ROSE 

Maryam Altajer, an Abstract artist from Qatar, draws inspiration from the desert rose—a formation that emerges from arid sands into a stunning natural sculpture. Her work symbolizes the concept of rebirth, mirroring how the desert rose is reborn from sand and water, reflecting the renewal and transformation central to Ramadan. 

Set against the vast expanse of the desert, the film captures the poetic interplay between Maryam’s sculptural work and the natural beauty of the desert rose itself. Her art pieces, juxtaposed against the organic curves of the desert rose, mirror the delicate yet resilient formations found in nature—symbolizing the endurance of faith amidst life’s challenges. Abstract representations of the desert rose’s evolution weave through the narrative, reinforcing the theme of spiritual rebirth. As shifting light and wind sculpt the landscape, Maryam’s creations stand as a testament to transformation, much like the personal renewal experienced during Ramadan. 

HANA ALMILLI – THE SAFFRON SUN 

Hana Almilli, a Multimedia Artist with a focus on textile from Saudi Arabia, immerses viewers in the golden glow of the setting saffron sun. Her intricate textile installations weave narratives of introspection and inner reflection, with flowing fabrics capturing the warmth of the dusk light, echoing the contemplative spirit of the Maghrib prayer that marks the end of the daily fast. 

Bathed in a mesmerizing gradient of amber and saffron hues, the film unfolds entirely within the embrace of sunset’s golden light. The shifting hues of dusk—mirroring the spiritual transition from fasting to nourishment—become a visual motif, anchoring the experience of transformation. Textiles, moving with the wind in front of the artist’s face, symbolizing the veil between the physical and the introspective. The interplay of light and shadow creates an almost ethereal presence, heightening the film’s meditative atmosphere. As the sun gradually sets, its warm glow envelops both the artist and her creations, embodying the stillness and self-reflection that define the Holy Month of Ramadan. 

SARA AL KHAYYAL – THE GREEN WADI 

Sara Al Khayyal, an Interdisciplinary Emirati artist, explores the serene refuge of a green wadi. Her braided palm tree leaf-inspired installations, crafted using traditional Khoos weaving techniques, symbolize resilience. Just as palm trees have provided shelter and sustenance to locals since time immemorial, her work reflects the strength and perseverance inherent in the journey of faith during Ramadan. 

The film follows Sara’s journey into a vast, verdant wadi—a timeless sanctuary where life has flourished for generations. Towering palm trees sway gently in the breeze, their leaves whispering stories of endurance and growth. The wadi, abundant with life-giving water, represents a spiritual haven—mirroring Ramadan’s role as a period of renewal and sustenance for the soul. Against this backdrop, Sara’s hands move  as she weaves palm leaves into intricate patterns, embodying patience, tradition, and devotion. The act of weaving becomes a profound metaphor for the steady, intentional growth of faith—one strand at a time, strengthened by resilience and shaped by time. Through this interplay of art and nature, the film encapsulates the harmony between human craftsmanship and the enduring beauty of the natural world. 

A SEAMLESS JOURNEY OF CONTEMPLATION 

Throughout the “Journeys of Ramadan” campaign, a unifying visual thread connects the three films—a journey of introspection and transformation, where each artist steps into her world in a literal sense. Their movements symbolize an exploration of identity, faith, and creative expression, mirroring the deeply personal journey that Ramadan represents. 

Maryam Altajer traverses the vast desert, her path intertwined with the formations of the desert rose—both a visual and spiritual metaphor for rebirth. As she moves, shifting sands reshape the landscape, much like reflection reshapes the soul. 

Hana Almilli is enveloped in a golden, dreamlike world, where the saffron hues of sunset cast a meditative glow on her surroundings. Her journey unfolds within flowing fabrics and cascading light, evoking the passage of time and the profound contemplation that marks the transition from day to night. 

Sara Al Khayyal steps into the lush green wadi, where towering palm trees stand as silent witnesses to centuries of resilience. Her footsteps weave through the space like the intricate palm fronds she braids, reinforcing the idea that faith and creativity grow steadily, shaped by patience and perseverance. 

Each artist’s world is a manifestation of her inner dialogue, creating a visual and thematic bridge between the films. The journey—both literal and symbolic—ties them together, illustrating how Ramadan is not just a time of spiritual devotion, but also one of personal evolution and artistic expression. 

A SCORE THAT GUIDES THE SOUL 

A single, seamless track of music flows through the campaign, unifying the films into one continuous journey. The score breathes alongside the shifting light, the moving textiles, and the steady hands of the artists. It does not demand attention; instead, it guides, subtly echoing the rhythm of reflection. 

In Maryam’s world, the music mirrors the quiet vastness of the desert, its tones soft yet expansive, evolving with the desert rose’s transformation. 

In Hana’s world, the music takes on a warm, meditative rhythm—soft layers of sound that ebb and flow like the wind moving through her textiles. 

In Sara’s world, deep, resonant tones ground the visuals, mirroring the patience of her weaving and the quiet strength of the palm trees. 

This single track serves as the spiritual thread of the campaign—like Ramadan itself, an uninterrupted journey of contemplation and renewal. 

A FINAL REFLECTION 

As the final frames unfold, the “Journeys of Ramadan” campaign lingers in the mind like a quiet prayer—an ode to renewal, to the beauty found in stillness, to the quiet strength that grows in moments of reflection. The journey of each artist mirrors the journey of the soul during the Holy Month, where light shifts, forms evolve, and meaning is woven into every gesture, every pause. 

Through these films, BVLGARI honors not just the art of jewelry, but the art of contemplation—where tradition and creativity meet, where stories are not simply told, but felt. 

The “Journeys of Ramadan” campaign will debut across social media in February, inviting audiences to immerse themselves in a world where faith, artistry, and renewal converge.