- Bulgari officially announced Florence Pugh as its newest global brand ambassador on May 18, 2026, marking a major addition to the Italian luxury house's celebrity roster.
- To mark the partnership, Bulgari released a series of four portraits of Pugh wearing pieces from the Serpenti and Tubogas collections, including the Tubogas 18kt Yellow Gold Bracelet Set with Pavé Diamonds, a matching ring, and a special-edition Serpenti Tubogas Studs Capsule Single-Spiral Watch.
- Pugh joins fellow Bulgari ambassadors Dua Lipa, Anne Hathaway, and Lisa on the Italian jewelry empire's global roster.
- In 2026, Pugh will star in and produce the Netflix adaptation of East of Eden and appears in both Dune: Part Three and Avengers: Doomsday.
Florence Pugh is the newest face of Bulgari. The Italian luxury house announced her as its latest brand ambassador, framing the partnership around something larger than a typical jewelry deal, and the news drew over 300,000 likes on Bulgari’s Instagram.
Pugh was largely out of the public eye through 2025, busy preparing for what is shaping up to be a landmark year. This ambassadorship is her opening move. Pugh’s 2026 slate is a trifecta: Dune: Part Three, the Netflix East of Eden adaptation (which she is also producing), and Avengers: Doomsday.
This is also worth noting Pugh wore Bulgari jewelry on the 2024 Oscars red carpet, a moment that previewed the natural fit between the actress and the Roman jeweler well before any formal deal.
On the brand side, Bulgari has aggressively built out its ambassador family in recent years, having previously signed Jake Gyllenhaal and Dua Lipa, along with Anne Hathaway and Priyanka Chopra.
Beyond Bulgari, Pugh’s endorsement portfolio includes Valentino (since April 2023), Valentino Beauty (since May 2023), and Tiffany & Co. The Bulgari deal adds a new tier of prestige jewelry to her brand partnerships.
Takeaways
Bulgari isn’t just collecting famous faces, it’s building a cultural portfolio. The brand has strategically spread ambassadors across film, music, and TV while maintaining geographic diversity spanning North America, Europe, Asia, and beyond.
Pugh, a British actress with indie credibility and blockbuster reach, slots in perfectly as Bulgari’s bridge between prestige cinema and global pop culture.
For Pugh personally, this is a carefully timed move. With three major releases ahead, she steps into a brand deal that guarantees visibility on every red carpet she walks: jeweled, camera-ready, and backed by a 140-year-old Italian legacy house.
With Pugh juggling East of Eden, Dune: Part Three, and Avengers: Doomsday simultaneously, can she give a brand partnership the sustained attention it needs or does the saturation actually work in Bulgari’s favor?
