- Dolce & Gabbana has tapped supermodel Irina Shayk and actor Michele Morrone to front the campaign for its newest fragrance, Your Devotion Eau de Parfum Intense.
- Directed by filmmaker Gordon Von Steiner, the commercial was filmed on location across Naples, Italy, accompanied by the classic Italian track "Sapore di Mare".
- The campaign simultaneously supports the rollout of Dolce & Gabbana Beauty's new My Lash Seduction mascara.
- The collaboration extends Morrone's multi-year tenure as a core house muse and builds on Shayk's frequent appearances on the brand's Milan runway.
Italian luxury fashion house Dolce & Gabbana has tapped supermodel Irina Shayk and actor Michele Morrone to front the worldwide campaign for its newest fragrance, Your Devotion Eau de Parfum Intense.
Directed by filmmaker Gordon Von Steiner, the cinematic commercial unfolds across Naples, Italy. The narrative follows Shayk and Morrone through narrow historic alleyways and coastal vistas overlooking the gulf, accompanied by the classic Italian track “Sapore di Mare”.
Crafted by master perfumer Olivier Cresp, the fragrance introduces a fruity gourmand profile that blends Sicilian melon, orange blossom, and creamy vanilla milk. Alongside the scent, the visual launch highlights the brand’s new My Lash Seduction mascara.
Both stars bring established ties to the Italian house. Shayk has walked the brand’s Milan runway shows for over a decade. The Russian supermodel, who made history as the first Russian cover model for the 2011 Sports Illustrated Swimsuit Issue, remains a powerhouse in 2026. She fronted Blumarine’s Resort 2027 collection and starred in Agent Provocateur’s FW26 Neo-Diva campaign.
Morrone has served as a central muse for Dolce & Gabbana since 2023. He previously fronted the label’s eyewear collections, starred alongside pop icon Katy Perry in the original 2023 Devotion campaign, and led Devotion for Men in 2025. He also served as the subject of Domenico Dolce’s 2025 photography book, Bellissimo. Beyond D&G, Morrone has partnered with BOSS and Chopard.
Following his breakout turn in Netflix’s 365 Days series, Morrone recently joined Anthony Hopkins in the biographical feature Maserati: The Brothers.
Dolce & Gabbana regularly relies on cinematic narratives and star power for its beauty division. In 2026, the brand reunited with Madonna for the Confessions II visual project, continuing a partnership that spans decades.
Takeaways
This campaign highlights how Dolce & Gabbana prioritizes long-term ambassador loyalty over short-term internet buzz. Rather than cycling through viral creators for quick engagement spikes, the Italian house treats its beauty umbrella like an episodic cinematic universe.
Michele Morrone’s transition from co-starring with Katy Perry in the original Devotion launch to anchoring “Your Devotion” with Irina Shayk demonstrates how continuity builds prestige.
Filming authentic, sun-drenched vignettes in Naples grounds the luxury product in a sense of place that standard studio shoots cannot replicate.
Does casting recurring brand muses build more lasting luxury equity than relying on viral social media creators? Will more luxury beauty houses begin pairing high-end fragrances and makeup lines together in unified narrative campaigns?
