Bulgari announced Florence Pugh as its newest global ambassador on May 18th, commemorating the appointment with a series of four portraits featuring the actress in pieces from the Serpenti and Tubogas collections. The portrait series includes the Tubogas 18kt Yellow Gold Bracelet Set with Pavé Diamonds, a coordinating Tubogas ring, and a special-edition Serpenti Tubogas Studs Capsule Single-Spiral Watch. If the pieces look natural on her, that is because this has been building for a while. Pugh was photographed wearing Bulgari jewelry at the 2024 Vanity Fair Oscars party and at the Oscars themselves, long before any official partnership was announced. The announcement simply made formal what the red carpet had already been suggesting.
Why She Makes Sense
Pugh joins a Bulgari ambassador roster that includes Dua Lipa, Anne Hathaway, and Lisa, a collective built around women who are culturally significant, visually bold, and genuinely difficult to categorise. Pugh fits that profile precisely. She buzzed her head and wore a giant feathered headpiece to the Met Gala. She built deep relationships with houses like Valentino and Simone Rocha based on genuine creative alignment rather than the highest fee. She is not the obvious luxury choice, which is exactly what makes her the right one.
“Becoming a Bulgari ambassador is about more than wearing extraordinary jewelry,” Pugh said. “It’s about being part of a legacy that celebrates fearless female artistry, where every creation tells a story. I’m honoured to partner with a Maison that allows me to express my individuality while embodying its spirit.”
What Is Coming
The ambassadorship lands at the start of what is shaping up to be Pugh’s biggest year yet. Dune: Part Three, East of Eden, which she is also producing, and Avengers: Doomsday are all set for release later in 2026. Every one of those will put her on red carpets around the world. Bulgari will be on her wrist for all of it.
