As I first saw this Bvlgari ad, I had this strange feeling that something didn’t click. I left it at the back of my mind to form a conclusion later.
Anne Hathaway | Bvlgari Aeterna High Jewelry and High-End Watches collection ad
A few days later, I visited a high jewelry exhibition (a new publication on marketing approaches in high jewelry is coming out soon) and organized my thoughts.
Overstyling.
I caught myself with the same thought while looking through the Bvlgari Aeterna presentation, which took place a while before the ad was released.
High jewelry is an art. Every single piece involves hundreds of hours of meticulous work by artisans. It needs to be observed from different angles.
When I look at the picture of Anne Hathaway, I can’t focus. I switch from the watch to the necklace and then back again. Coming from different lines, these statement objects outshine each other.
While I can think of a few PROs:
• Visual Impact
Featuring multiple pieces can create a striking, memorable visual impact that captures attention
• Showcasing Range
Displaying different lines in one shot can demonstrate the breadth and diversity of the collection, appealing to a wider audience
• Aspirational Appeal
High jewelry is inherently aspirational. Overstyling can emphasize luxury, opulence, and exclusivity, which are key selling points for luxury brands
—the CONs still beat:
• Overwhelming
Too many statement pieces in one shot can be visually overwhelming and detract from the individual beauty of each item
• Lack of Focus
When multiple bold pieces are featured together, it can be challenging for consumers to focus on any single piece, potentially diluting the impact of each item
• Inauthenticity
Overstyling can sometimes appear forced or unnatural. Consumers might perceive it as unrealistic, which can detract from the authenticity of the jewelry
• Dilution
Mixing different lines in one shot might confuse the narrative, especially if each line has a distinct style or story
Solution? It’s all about balance.
• Balance
A mix of statement and subtle pieces to create a cohesive look (styling on Anne Hathaway would be perfect with either the timepiece or necklace, paired with a ring and/or earrings)
• Theme Consistency
The pieces, even if from different lines, complement each other and align with the overall campaign theme (such as the shot with Liu Yifei—earrings and necklace are from the same line and flow the attention from one to another rather than drag it away)
Yifei Liu | Bvlgari Aeterna High Jewelry and High-End Watches collection ad
• Focus
Highlighting one or two key pieces as the focal point of the shot, with additional pieces enhancing but not overshadowing the main items (such as the shot with Zendaya wearing the Aurea Chandra Necklace and a ring with a heavy stone, which complements the necklace rather than contradicts it)
Overstyling with high jewelry can be effective if done thoughtfully, maintaining a balance between showcasing the collection’s range and ensuring each piece is given its moment to shine. Just like the individual displays I admired at the exhibition.
*May I mention, in terms of age diversity, the cast for Bvlgari Aeterna presentation was amazing!
**I offer consultancy in luxury fahion on e-Commerce; Communication and Marketing; Client Experiences & VIC Loyalty. To learn more click here.