Madonna Sizzles in sultry Dolce & Gabbana The One Perfume Campaign

The perfume industry has made a striking choice by featuring 67-year-old Madonna as the face of its new fragrance, The One by Dolce & Gabbana. In a bold and sensual campaign, Madonna stars alongside 43-year-old Cuban actor Alberto Guerra. Designer Domenico Dolce described the ad as “undeniably sensual,” highlighting its emotional depth and rich contrasts.

A Longstanding Friendship

The collaboration between Madonna and the designers originated in the late 1980s when they met while she was touring for her Blond Ambition show. Designers Stefano Gabbana and Domenico Dolce were fans and reached out to her after seeing her in a photo wearing their designs. “Our story is a friendship that has lasted for decades,” Gabbana said, recalling their first dinner together in New York.

Creative Involvement

Madonna's involvement in this campaign marks a new chapter for the brand, as Dolce & Gabbana has recently integrated its beauty division, moving away from the traditional licensing model. The singer, set to release her first album in seven years in 2026, has actively contributed to the campaign, working closely with Mert Alas on the script and selecting Guerra as the male lead. Dolce remarked on the incredible chemistry between Madonna and Guerra, visible in every frame of the campaign.

Breaking Industry Norms

While featuring older faces in perfume ads is rare, Dolce & Gabbana previously broke this mold with actress Monica Bellucci. Other brands like Lancôme and Jil Sander have also included older women in their campaigns, challenging the industry's youth-focused messaging. A recent McKinsey report suggests that consumers aged 50 and over will account for 48% of global spending growth by 2025, highlighting the importance of this demographic.

The Connection Between Perfume and Sensuality

The history of perfume is intertwined with sensuality, as Clara Buedo, author of History of Perfume, explains. From the ancient Egyptians to the 20th century's bold advertising campaigns, perfumes have consistently been marketed with erotic overtones. Iconic perfumes like Tabu and Opium generated controversy by embracing and commodifying sexuality in their advertisements.

Changing the Narrative

The One campaign aims to shift the narrative in the perfume industry, subverting traditional objectification through its powerful imagery. “Elegance is ageless, and Madonna is proof of that,” Gabbana stated, emphasizing that beauty encompasses much more than aesthetics—it includes character, energy, and intelligence.