At the turn of the century 27 years ago, to welcome the millennium, BVLGARI drew inspiration from ancient Roman architecture and combined it with the Tubogas technique to create the B.zero1 ring. This timeless classic design has been continuously redesigned and relaunched over more than 20 years, becoming one of the brand's most distinctive signature icons.
Bvlgari "Gold & Steel" B.zero1 ring
Today, "emotional consumption" — regulating emotions and expressing oneself — is deeply popular among the new generation, making jewelry's dual attributes of "collectibility + emotion" increasingly favored. Bvlgari has precisely identified this psychological shift and, by re-examining its historical archives, found a spiritual vessel that aligns with current trends — the inherently fearless and innovative B.zero1, along with the "Gold & Steel" material contrast, a design concept that was truly forward-thinking and bold in the jewelry industry.
As 520 approaches, the brand has placed B.zero1 at center stage, inviting Jolin Tsai to star in a 520 creative campaign titled "Dare to Love, Dare to Be Me."
Jolin Tsai in the "Dare to Love, Dare to Be Me" 520 creative campaign
In the past, jewelry brands' 520 narratives typically centered on keywords like "confession," "togetherness," and "eternity." But in Bvlgari's "Dare to Love, Dare to Be Me" creative campaign, the recurring keywords are "self," "acceptance," "courage," and "authenticity" — a set of terms that perfectly captures young people's multifaceted understanding of "love" today.
From Creative Theme to Ambassador: Deep Insight into Local Consumer Sentiment
In the four chapters of the "Dare to Love, Dare to Be Me" creative campaign, Jolin Tsai, dressed in black and white gowns, symbolizes the two selves within everyone — both emotional and rational, both soft and resilient. Through conversations across different scenes, they complete multiple definitions of "love," each corresponding to the emotions of local young consumers:
- "Love is seeing myself first": Echoes the younger generation's refusal to hide themselves to please others, placing their own feelings before relationships.
- "Love is accepting every side of yourself": Responds to young people's gradual acceptance of their imperfections and reconciliation with themselves.
- "Love is fearing neither advance nor retreat, win nor lose": Aligns with today's consumers' mindset of daring to try and not fearing failure in an environment full of uncertainty.
- "Love is giving boldly, and also blooming for yourself": Corresponds to young people seeking balance between giving and self-fulfillment — willing to give, yet daring to shine for themselves.
And these words carry even more power coming from Jolin Tsai. Having debuted through a talent show, Tsai worked for years to transform into an all-around singer excelling in both singing and dancing. In a recent podcast, Tsai candidly admitted that after 30, she gradually began to accept her imperfect self.
Bvlgari Greater China President Mauro di Roberto noted in an exclusive interview with Luxe.Co last year that the brand's current priority is to continuously think about how to maintain a high degree of consistency in brand narrative when communicating with local clients.
The "Dare to Love, Dare to Be Me" creative campaign can be seen as the latest practice of this strategy. It stems from a deep insight into local consumers' desire for decentralized emotional expression, transforming the fearless, bold, and breakthrough spirit shared by B.zero1 and Jolin Tsai into a tangible brand manifesto.
Why Does B.zero1 Take the Lead for "520"?
While jewelry brands still tightly bind 520 to couple rings and matching sets, Bvlgari chose to put the B.zero1 collection center stage. Its style is bold, gender-neutral, and unconventional — a product DNA that is innate.
Bvlgari B.zero1 collection
At its inception, B.zero1 broke through traditional jewelry design conventions — which drew inspiration from nature and emphasized elaborate settings and gemstone brilliance — with its minimalist, architectural hollow cylindrical structure.
At the same time, B.zero1 brought the Tubogas technique — previously used mainly in watches and high jewelry — into everyday wear scenarios. Tubogas originally referred to the design form of industrial pipes such as automobile exhaust pipes and gas pipes, which inspired numerous jewelry designers in the 1930s and 1940s. Bvlgari was one of the first brands to apply this technique to watch and jewelry design.
Bvlgari Tubogas technique
The addition of the Tubogas technique gives B.zero1 a playful "spring-like" structure that is both elastic and flexible. On social media, netizens have given B.zero1 fun nicknames like "spring ring" and "spring necklace."
On the other hand, the industrial and minimalist feel inherent in the Tubogas technique gives B.zero1 a distinctively gender-neutral, easy-to-style aesthetic. This design was quite avant-garde when it was first created, and it still aligns with today's consumer aesthetic trends.
The boundless and fearless breakthrough spirit inherent in B.zero1 precisely matches contemporary young people's inner desire for self-expression and embracing diverse choices. This alignment is vividly presented in this year's "Dare to Love, Dare to Be Me" creative campaign.
In the film, the new B.zero1 pieces are stacked in different materials and categories to showcase different facets of Jolin Tsai's personality. Through this, Bvlgari overturns the traditional narrative of love jewelry: the protagonist of 520 need not only be "couples," but can also be every authentic, courageous individual.
Across 27 Years, Why Does B.zero1 Remain Appealing?
Bvlgari CEO Jean-Christophe Babin noted in an interview with Italy's Il Sole 24 Ore that B.zero1 buyers span a wide age range. The reason B.zero1 has maintained its appeal across generations over 27 years is that it has never clung to a fixed form, but instead has formed an orderly iteration path through innovation in materials, forms, styles, and multiple dimensions.
This year, Bvlgari once again continues its forward-thinking design language, introducing the "Gold & Steel" material to the B.zero1 ring for the first time, unveiled alongside a series of new jewelry and watch creations.
Bvlgari "Gold & Steel" creative campaign
The "Dare to Love, Dare to Be Me" theme is not only a tangible extension at the product level, but also implies Bvlgari's larger market ambition: to establish a new trend in the hearts of local consumers — "dare to love fearlessly, and dare to accept yourself" — through the attitude of B.zero1; and to offer the younger generation more diverse jewelry-wearing choices through cross-material combinations and boundary-free stacking.
And this confidence to break rules and lead trends stems precisely from B.zero1's consistent product philosophy. As Bvlgari Jewelry Creative Director Lucia Silvestri summarized: "B.zero1 endures because it remains true to itself — that is the real secret behind every classic."
The "true to itself" she speaks of is reflected not only in B.zero1's continued adherence to its signature elements and style, but also in this still-young icon's refusal to rest on its laurels — instead continuously iterating itself and engaging with contemporary consumers through ever-new design expressions.
Conclusion
Born at the millennium, B.zero1 fuses classic Roman aesthetics with contemporary jewelry design language. Now taking the lead in the 520 narrative, it proves its dual vitality — cultural and commercial — across eras.
In LVMH Group's Q1 2026 analyst call, the group affirmed B.zero1's contribution to Bvlgari's performance. Financial Communications Director Rodolphe Ozun noted: "Thanks to the outstanding performance of our iconic B.zero1 and Serpenti Tubogas lines, Bvlgari has good momentum in most regions, delivering another strong quarter of growth."
As consumers increasingly crave authentic, boundary-free self-expression, Bvlgari is using this series of moves to make B.zero1 a witness to everyone's "dare to love, dare to be me."
| Image source: Provided by Bvlgari
| Editor: Luxe.Co
