The Queen of Pop fronts the newly relaunched fragrance as the brand celebrates 20 years of The One
The new campaign introduces The One Eau de Parfum Intense and The One for Men Parfum both created with higher concentration to deliver a richer longer lasting scent. In the film, Madonna sings entirely in Italian covering Patty Pravo’s 1960s song La Bambola, a bold choice that underscores themes of autonomy, strength and self possession.
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Directed by Mert Alas, the visuals unfold like a classic Italian film. Opposite her is Cuban actor Alberto Guerra, with the tension between them making the ad even more appealing and sensual. Madonna leads the narrative, reshaping the idea of seduction through control rather than surrender. She owns every moment on screen, confident and unapologetic.
Designer Domenico Dolce described the film as a “dreamlike play of contrasts, built on emotion and anticipation” and confirmed that it is indeed, “undeniably sensual.”
A partnership decades in the making
While the fragrance collaboration may be new, Madonna’s relationship with Dolce & Gabbana is anything but. The singer has worked closely with designers Domenico Dolce and Stefano Gabbana since the early 1990s.
One of the most defining moments came in 1993 when Dolce & Gabbana designed more than 1,500 costumes for Madonna and her dancers for The Girlie Show tour bringing the house’s corsetry lace and religious references to stages around the world.
From red carpet appearances to entire collections, Madonna became a living extension of the brand.
Madonna in a bespoke Dolce & Gabbana bustier gown at the 1997 Golden Globe Awards, where she won Best Actress for Evita.
At the New York premiere of Truth or Dare in 1991. Madonna stunned in a sparkling corset ensemble by Dolce & Gabbana
Even with decades of collaboration behind them, the connection has not dulled. Stefano Gabbana has admitted, in an interview with Vogue, that seeing Madonna still gives him butterflies, a small but telling detail that speaks to the depth of their relationship. That long history is what makes Madonna’s role as the face of The One Fragrance feel exactly the right, or we could say, the only choice. She’s the one.
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Madonna has described the campaign as a natural extension of both her personal and professional relationship with the designers.
“Domenico and Stefano are like brothers to me. We have such a long history together,” Madonna shares, “I remember I had just given birth to Lola, [and] the first time I put on one of their dresses: my waist was snatched, my boobs were out, and I felt confident.”
The One turns 20 this year and remains one of the brand’s strongest fragrance franchises and Madonna embodies the idea behind what it stands for: longevity, reinvention, and authority across generations.
Madonna does not just represent The One. She has been it all along.
