On May 29, 2025, at an exclusive event in New York City, renowned Italian luxury jeweler Roberto Coin introduced Dakota Johnson as its new global brand ambassador. The announcement came with the reveal of a sweeping new campaign starring the acclaimed actress, designed to elevate the brand’s presence on the international stage.
The campaign, which officially launches in June and will roll out in two phases through May 2027, showcases Roberto Coin’s unique fusion of tradition and modernity. Johnson is seen wearing standout pieces from the house’s most celebrated collections, including Love in Verona, Venetian Princess, Navarra, Obelisco, Tiaré, and Cobra. The brand aims to spotlight the harmony of timeless Italian craftsmanship and contemporary design through her presence.
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Shot against the romantic backdrop of Venice, the visuals for the campaign were captured by the acclaimed British fashion photographer Craig McDean. Known for his natural light photography and ability to bring out the soul of his subjects, McDean’s lens frames Johnson in a light that feels both intimate and regal. The result is a visual story steeped in elegance and authenticity.
Roberto Coin, the founder of the eponymous brand, emphasized why Johnson was a natural fit. “Dakota has a rare kind of presence—she’s graceful, intuitive, and unapologetically herself. There’s a sincerity in her that mirrors our vision,” Coin shared. “This marks a bold new direction for us, one rooted in creative expression and emotional connection.”
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As the new face of the brand, Johnson will also take part in international appearances and creative projects with Roberto Coin, helping to usher in a new era for the label—one that promises bold storytelling, artistic evolution, and global resonance.
