Rome, May 26, 2014— The 21st edition of amfAR’s world-renowned Cinema Against AIDS event, held on May 22, 2014, welcomed countless celebrities for its annual gala and auction. Held during the Cannes Film Festival and co-sponsored by BVLGARI, the festivities took place at the Hôtel du Cap-Eden-Roc in Antibes, France. As ever, the event included several musical performances and a parade of prominent VIP appearances adorned in Bulgari jewels.

Celebrity guests will often assist with or take part in the Cinema Against AIDS’s live auction, when one-of-a-kind auction lots are auctioned off to benefit amfAR’s important work in the fight against AIDS. Simon de Pury, the famed Swiss art auctioneer, presided over the auction. In attendance of the evening that included a fashion show, dinner and after-party, were names such as Carla Bruni-Sarkozy, Sharon Stone, John Travolta, Adrien Brody, Heidi Klum, Jessica Chastain, Luke Evans and Milla Jovovich among other celebrities; Leonardo DiCaprio and Justin Bieber were among them, as they dramatically tried to outbid one another during the live auction.

For the occasion, Bulgari donated an exquisite Serpenti high jewelry necklace to the auction. Created by the master of colored gemstones, the Serpenti piece in white gold featured a large single drop-shaped Aquamarine stone (13.05 ct), surrounded by resplendent pavé diamonds (19.12 ct) that coil with preciousness. The Italian ‘serpenti’, or snake, has long been an icon of Bulgari design. This mythical symbol of eternity and prosperity was commemorated as jewellery when Cleopatra visited Julius Caesar in Rome in 46 BC. Nearly 2,000 years later, Serpenti jewellery regained prominence when Elizabeth Taylor – the glamorous co-founder of amfAR and star of 1963 film Cleopatra – commissioned one of her favorite jewelers, Bulgari, to create a collection that she could wear on- and off-screen.

With tribute to the Hollywood legend, Bulgari supports the charity Elizabeth Taylor co-founded, as well as her jewelry preferences – donating one of its most precious Serpenti pieces to the auction this year. Also promoting the cause was the contemporary beauty Carla Bruni-Sarkozy, the Italian-born singer and former First Lady of France. As a current Bulgari ambassador and an amfAR Event Chair, Ms. Bruni-Sarkozy wore the featured Serpenti necklace until it was brought on stage to be auctioned for the charity.

There was much celebrity interest in the stunning Serpenti piece, with a retail value of €150,000, proceeds entirely intended to benefit amfAR. The necklace was especially sought after by actor Leonardo DiCaprio and singer Justin Bieber, who became the final bidders at its auction in a heated bidding battle. Mr. DiCaprio placed his final bid at €350,000, but was out-bid by Mr. Bieber who bought the piece, intended for his mother, at €400,000.
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