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Fragrance and personal care

Dolce & Gabbana debuts Devotion fragrance film

January 20, 2025

The Eau de Parfum joins the Devotion olfactory family. Image credit: Dolce & Gabbana/Mark Seliger The eau de parfum joins the Devotion olfactory family. Image credit: Dolce & Gabbana/Mark Seliger

 

Italian fashion house Dolce & Gabbana is introducing a new masculine scent to its lineup.

This month, the company introduced Devotion, its latest fragrance for men, launching it alongside a cinematic campaign. The film features a variety of prominent Italian talents in front of and behind the camera, with the video serving as an ode to the maison’s ties to the island of Sicily.

Power of love
The advertisement, released on Jan. 14, showcases the romantic effects of the cologne, dramatized with the help of a legendary local filmmaker.

Italian director and screenwriter Giuseppe Tornatore, best known for his Academy Award-winning film Cinema Paradiso, is the creative force behind the campaign. The maison tapped Italian actor and model Michele Morrone and British television host Maya Jama to star in the 30-second spot.

Mr. Tornatore has collaborated with Dolce & Gabbana several times

The film begins with the duo running into each other on a Sicilian street, seemingly by random chance. They then walk through a bustling, colorful market together, holding hands, before being split up by a parade of policemen, forcing the two apart.

Ms. Jama walks away down an adjacent walkway, placing an embroidered, black head covering atop her hair. When Mr. Morrone arrives in the corridor, he is met by a sea of women dressed exactly like his femme fatale, who has disappeared into the large group.

He searches through the crowd of women but his quest to find Ms. Jama ultimately fails, as the ladies all turn to him and touch his face. The striking visual, according to the brand, is meant to symbolize a heart filled with the feeling of devotion.

The film also nods to the maison's ties to the vibrant, lush landscapes of the island of Sicily, where the spot was shot. Dolce & Gabbana takes every opportunity to salute its homeland, with the company recently launching an historical exhibition in Paris (see story).

Italian connection
The release slots in alongside the feminine Devotion fragrance campaign, released in late 2023.

American singer Katy Perry is the face of Devotion for women, with her promotional film following a similar narrative to the new men’s edition (see story).

The new fragrance was created by French perfumer Olivier Cresp. Image credit: Dolce & Gabbana/Mark Seliger The new fragrance was created by French perfumer Olivier Cresp. Image credit: Dolce & Gabbana/Mark Seliger

Devotion for Men joins the ever-growing Devotion family of products, which includes various scents as well as apparel, accessories and a makeup line. To further showcase the maison’s latest masculine beauty release, it enlisted acclaimed American portrait photographer Mark Seliger to capture stills.

In the images, the bottle, which sports the same design as the feminine version, is pictured on the set of the promotional film, with Mr. Morrone and Ms. Jama alongside the eau de parfum. Mr. Seliger is an award-winning talent who has taken many iconic photos of celebrities and political figures over the years, ranging from former President Barack Obama in the 2010s to the members of American rock band Nirvana in the early 1990s.

In recent times, the photographer has lent his lens to variety of brands, including Swiss watchmaker Jaeger-LeCoultre (see story) and Italian fashion house Gucci (see story).

Dolce & Gabbana’s new fragrance, which includes aromas of lemon, coffee and patchouli, as well as woody and spicy notes, is available now online and in-store. The 100ml bottle retails for $148.