To celebrate its 130th anniversary, BVLGARI has released a new bag, the Icona 10. The coloring, evocative of the majestic Roman skyline and the blue of the Tiber River dancing in the sunlight, is inspired by the cityscape of Rome. The "10" in the name also refers to Via Condotti 10 in Rome, where Bvlgari's flagship store is located, and by combining it with "icona," meaning "icon" in Italian, it pays homage to the street. The calf leather used is crafted using "palmellato" techniques, which create a lighter and softer texture, and is finished with a twist lock accented with aventurine, lapis lazuli, jade, and rhodonite. The bag is priced at 270,000 yen. The theme of Bvlgari's 2014-2015 AW collection, which includes this bag, is "Unforgettable Rome." It features modern and timeless designs that pay homage to Rome, the birthplace of the brand.