Pure temptation: Madonna becomes the face of Dolce & Gabbana’s new campaign

Celebrating the 20th anniversary of The One fragrance

In the world of perfumery, it is rare for a woman over sixty to front a major campaign –especially one rooted in overt sensuality. Yet this is precisely the bold move Italian fashion house Dolce & Gabbana has made, inviting Madonna to embody a new interpretation of The One. Starring alongside her is 43-year-old Cuban actor Alberto Guerra, while the campaign’s visual narrative unfolds as a play of tension, power, and desire.

The scene was captured by renowned photographer Mert Alas, accompanied by a sultry rendition of La Bambola performed by Madonna herself.

Previously, The One was represented by younger stars such as Scarlett Johansson, Matthew McConaughey, Emilia Clarke, and Kit Harington. Now, Dolce & Gabbana make a clear statement: sensuality and allure are not defined by age.

In this project, Madonna is not merely the face of the campaign but also a creative collaborator – helping shape the storyline and taking part in the construction of the film’s visual dramaturgy.

Few beauty brands today dare to challenge age-related stereotypes so directly. Meanwhile, market data shows that women over 50 account for the largest share of spending on beauty and fragrance.

Against this backdrop, The One campaign with Madonna feels less like provocation and more like a rethinking of desire itself. As Stefano Gabbana puts it:
«Elegance and allure have no age – true beauty is born from character, energy, and inner strength».

Photo: Instagram @dolcegabbana