BVLGARI’s latest campaign, “Journeys of Ramadan,” honors rebirth, reflection, and resilience through art and tradition, Image: Supplied BVLGARI’s latest campaign, “Journeys of Ramadan,” honors rebirth, reflection, and resilience through art and tradition, Image: Supplied
Image: Supplied
BVLGARI, the world-renowned Roman jeweler, unveils its captivating “Journeys of Ramadan” campaign, a thoughtful celebration of the Holy Month’s core themes of rebirth, reflection, and resilience. This striking campaign not only honors time-honored tradition but also introduces contemporary artistic expressions that invite audiences to reflect on the journey of spiritual renewal during Ramadan. Through the lens of three extraordinary Middle Eastern female artists, BVLGARI beautifully weaves a narrative of faith, creativity, and introspection.
The “Journeys of Ramadan” campaign features a series of evocative films, each capturing the personal journey of an artist and her connection to the themes of Ramadan. The films explore the spiritual and creative journeys of Maryam Altajer, Hana Almilli, and Sara Al Khayyal, all of whom embrace distinct elements of their cultural heritage and craft to reflect the inner transformations that the Holy Month represents.
Saudi Arabian multimedia artist Hana Almilli immerses her audience in the warmth of the golden hour with her textile works. The soft, flowing fabrics in her installations capture the contemplative spirit of the Maghrib prayer at sunset, a time that marks both the end of fasting and the beginning of nourishment. The shifting amber and saffron hues of the setting sun serve as a metaphor for the inner reflection and spiritual transition experienced throughout Ramadan. Almilli’s meditative world invites viewers into a serene, dreamlike space that embodies peace and introspection.
The soft, flowing fabrics capture the contemplative spirit of the Maghrib prayer at sunset, Image: Supplied The soft, flowing fabrics capture the contemplative spirit of the Maghrib prayer at sunset, Image: Supplied
Image: Supplied
Emirati interdisciplinary artist Sara Al Khayyal explores the timeless symbolism of the wadi, a lush sanctuary that nurtures life in the desert. Her use of traditional Khoos weaving techniques to create intricate palm frond patterns embodies resilience - drawing parallels between the strength of the palm trees and the perseverance of the human spirit during Ramadan. As she weaves, the narrative unfolds in the verdant green of the wadi, where nature and craft converge in a story of endurance and growth.
The art draws parallels between the strength of the palm trees and the perseverance of the human spirit during Ramadan, Image: Supplied The art draws parallels between the strength of the palm trees and the perseverance of the human spirit during Ramadan, Image: Supplied
Image: Supplied
Qatari abstract artist Maryam Altajer draws inspiration from the desert rose, a phenomenon that flourishes in the harshest of environments. Her art embodies the concept of rebirth - a theme central to Ramadan. Set against the sweeping sands of the desert, her abstract sculptures mirror the desert rose’s enduring beauty, symbolizing the renewal that takes place in both nature and spirit. The interplay between light, wind, and her art creates a breathtaking narrative, capturing the essence of transformation through the artist's vision.
The abstract sculptures mirror the desert rose’s enduring beauty, symbolizing the renewal that takes place, Image: Supplied The abstract sculptures mirror the desert rose’s enduring beauty, symbolizing the renewal that takes place, Image: Supplied
Image: Supplied
At the heart of these films lies a shared theme of introspection and transformation. Each artist’s journey - whether it is traversing the desert, walking in the golden glow of sunset, or weaving in the shade of palm trees - symbolizes the personal and spiritual evolution that Ramadan represents. Their movements through the natural world, alongside their artistic processes, reflect the quiet contemplation and transformation that define this sacred month.
A single, continuous musical score unites the films, offering a rhythmic thread that guides the viewer through these spiritual landscapes. The music - evolving with the environment - echoes the gentle transitions from light to shadow, from silence to sound, reflecting the steady rhythm of reflection and renewal.
Each artist’s journey symbolizes the personal and spiritual evolution that Ramadan represents, Image: Supplied Each artist’s journey symbolizes the personal and spiritual evolution that Ramadan represents, Image: Supplied
Image: Supplied
As the final frames of the campaign unfold, BVLGARI’s “Journeys of Ramadan” lingers in the mind, inviting viewers to reflect on the stillness and quiet strength found in moments of introspection. The campaign’s artistic storytelling mirrors the spiritual journey of Ramadan itself - a time to pause, reflect, and renew.
Through these evocative films, BVLGARI honors not just the art of fine jewelry, but the art of contemplation - a blending of tradition and creativity, where faith and artistry meet, and where the stories told through art are not just seen but felt.
The “Journeys of Ramadan” campaign, debuting across social media this February, offers an invitation to embark on a journey of faith, artistry, and renewal.