By  on February 25, 2017

MILAN — Bulgari has launched a new handbag aimed at Millennials that it hopes will rival its Serpenti range of leather goods.The Rome-based brand unveiled the new Divas’ Dream style, inspired by the jewels of the same name, at its fall accessories presentation in Milan on Friday. It features a fan-shaped enamel clasp inspired by the mosaic patterns at the ancient Caracalla thermal baths. The shape of the bag itself is square rather than oblong.“It’s a square, curved shape, which is departing purposely very much from the shapes of the Serpenti line. The point is not to cannibalize Serpenti, but to attract to the Bulgari leather goods a different target,” said Jean-Christophe Babin, chief executive officer of Bulgari.The bag comes in several treatments and colors, including a napa leather quilted version with palladium metal studs and another in python skin hand-polished using an agate stone and applied with metallic foil — in line with Bulgari's positioning as a purveyor of precious handbags for evening.“As with the Diva collection, we are targeting a slightly younger Millennial population," Babin said. “We wanted it really deliberately, modern, edgy — obviously respecting all the quality standards of Bulgari when it comes to the quality of the skins, to the stitching and the metal.”The brand recently named Bella Hadid as the face of its accessories collections, and Babin has big ambitions for Divas' Dream, which retails from 1,550 euros, or $1,635 at current exchange rates.“This is our second pillar in leather goods,” he said. “Probably it will take time before it is as big as Serpenti, but for sure we see it as a potential major contributor and we see it on a three-year perspective. It’s not a one-off. It’s really the start of a new collection.”

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