The Dolce & Gabbana The One The New Intensities fragrances are described as an evolution of the iconic scent, blending classic sensuality with a modern twist. Madonna’s presence amplifies the campaign’s cinematic tone, while Alberto Guerra brings a fresh edge. This pairing reinforces Dolce & Gabbana’s commitment to merging tradition, allure, and reinvention in both scent and image.

Dolce & Gabbana and Madonna’s creative partnership is rooted in literally decades of collaboration. Brand’s Creative Directors Stefano and Domenico who are also friends with Madonna, find the queen of Pop as a permanent source of inspiration. The pop icon first wore the brand in 1991 and became the face of multiple ad campaigns, including the notable 2010/2011 series shot by Steven Klein, which drew on Italian neorealism and Madonna’s own persona. The brand has also designed costumes for Madonna’s tours and celebrated her legacy throughout its history.

The connection reached a new peak at Milan Fashion Week Spring Summer 2025 season, where Dolce & Gabbana presented an entire collection inspired by Madonna. The show, titled “Italian Beauty,” paid tribute to her most memorable looks and enduring influence on fashion. Madonna attended the show in person, making a dramatic entrance in a gold crown and lace veil, and was honored by both the brand and the audience. The runway featured 58 models styled as Madonna, echoing her signature 1990s style with permed blonde wigs and bold, dark silhouettes – a direct homage to her power and legacy.

The new campaign for The One is both a celebration of this ongoing creative relationship and a bold statement for 2025, blending the fragrance’s established heritage with Madonna’s ever-evolving influence.