September 5, 2018
Italian fashion label Dolce & Gabbana is putting the spotlight on a familiar face’s unexpected talent in a down-to-earth fragrance effort.
Actress Emilia Clarke is returning as the face of Dolce & Gabbana’s The One fragrances in a campaign for the new release The Only One. Following in the footsteps of previous Dolce & Gabbana perfume pushes, a short film celebrates everyday culture in Italy rather than lavish experiences, creating a relatable positioning for the entry-level luxury good.
Dolce & Gabbana was reached for comment.
Directed by Matteo Garrone, Dolce & Gabbana’s film for The Only One takes place in a traditional trattoria in Rome. Ms. Clarke is shown dining on an upper level of the restaurant as a group of musicians approaches her table.
She begins to sing “Quando, Quando, Quando” while still seated. Her tablemates are seen dancing in their chairs to the impromptu performance.
Suddenly, she hears rhythmic clapping from behind her. She turns and stands, looking down towards the other diners from the second level.
Realizing she has an audience, she faces the restaurants and continues to sing.
Dolce & Gabbana's The Only One campaign
The Only One is the latest in Dolce & Gabbana’s The One fragrance collection. The floral scent features notes of violet, bergamot, coffee, iris, vanilla and patchouli, intended to create a feeling of warmth.
Dolce & Gabbana says that Ms. Clarke embodies this scent due to her “natural warmth.”
In still images captured by the Morelli Brothers, the actress is seen dining with “her loved ones” in retro black-and-white shots.
This is Ms. Clarke's latest spot for Dolce & Gabbana. A previous ad for The One found the "Game of Thrones" actress engaging with various personalities in a bustling scene.
Dolce & Gabbana’s spot kicks off as the viewer enters the street with the actress. The locals embrace her presence, gifting her a bouquet of flowers, inviting her to dance or feeding her spaghetti (see story).
Perfume and performances
Dolce & Gabbana's marketing often leans on themes of family and Italy. The label recently brought liveliness to a quiet garden in Palermo, Sicily for a fragrance campaign that emphasizes the joyfulness that can come with family.
“Dolce Garden Eau de Parfum –The Film” is Dolce's latest spot for its scent that embraces the culture of its home country. A playful narrative, the film taps both the quiet and reserved side of the perfume, as well as its vibrant celebratory aspects (see story).
Recently, luxury brands have branched out, asking their campaign faces to sing as well as act.
For instance, U.S. jeweler Tiffany & Co. is updating a classic film for modern times with help from blockbuster talents.
The brand’s spring campaign “Believe in Dreams” remixes the window shopping scene from “Breakfast at Tiffany’s,” casting actress Elle Fanning as the protagonist. Tiffany’s spot is the latest effort the brand has rolled out to fete artistic director Reed Krakoff’s first jewelry designs.
Tiffany’s effort centers on an original hip-hop track of the song “Moon River” performed by Ms. Fanning and A$AP Ferg. This marks the brand’s first music recording (see story).