Madonna makes a commanding return to the fashion spotlight as the star of Dolce & Gabbana’s new fragrance campaign for The One. The collaboration marks a high-profile relaunch of one of the Italian house’s most iconic fragrance franchises, which celebrates its 20th anniversary this year, while reaffirming the pop queen’s long-standing, almost symbiotic relationship with the brand.
In the new cinematic campaign, the 67-year-old Madonna is far more than a face for the fragrance—she is the very embodiment of The One. The concept revolves around the power of personality, legacy, and magnetic presence, qualities that Dolce & Gabbana says Madonna has represented for decades.
Directed by Mert Alas, the campaign blends sensuality, cinematic drama, and timeless luxury, marking Madonna’s first fully narrative, leading role in a fragrance campaign.
Speaking to WWD, Dolce & Gabbana Beauty CEO Gianluca Toniolo said Madonna was an obvious choice, calling her a timeless pop icon and an integral part of the brand’s heritage who has embodied The One for over 30 years.
The campaign also signals the official relaunch of The One, a franchise that, despite lacking active marketing since 2015, has continued to deliver steady sales.
La Bambola: The Soundtrack of the Campaign
Music plays a pivotal role in the new campaign. Madonna sings in Italian for the first time, delivering her own version of “La bambola,” the iconic 1968 song made famous by Patty Pravo. Released as “La bambola (for Dolce & Gabbana – The One),” the track serves as the campaign’s official soundtrack.
Production comes courtesy of Stuart Price, Madonna’s long-time collaborator and the creative force behind Confessions on a Dance Floor. He delivers a refined, contemporary sound that avoids nostalgia or retro clichés. The result feels less like a cover and more like a fashion statement in audio form.
Madonna has not promoted the song herself; it was released quietly across streaming platforms, with only a subtle teaser from Dolce & Gabbana, enhancing the campaign’s air of mystery.
With The One, Madonna’s return is less a comeback than a reminder: she remains, unmistakably, the ultimate One.
