Global music icon Madonna has turned back the clock in a provocative new advertising campaign for Dolce & Gabbana's fragrance, The One. The 67-year-old singer features in a series of images and a film that powerfully evoke the aesthetic of her racy 1990 music video for Justify My Love.
A Nostalgic Return to 1990s Glamour
In the campaign, shot by renowned photographer Mert Alas, Madonna is seen wearing nude-toned lingerie, including a bra, underwear, thigh-high stockings, and a garter belt. Her flaxen hair worn down and seemingly wrinkle-free complexion led many fans to express shock at her youthful appearance. Reactions on social media included comments such as, 'Wow, she looks half her age,' and 'She doesn't seem to age.'
The narrative of the campaign film sets up a dramatic love triangle. Madonna is depicted romancing both a swarthy older gentleman and a younger man. In one artistic scene, she sketches the younger man while he is nude, before later sharing a passionate moment with his older counterpart.
A Longstanding Creative Partnership
Speaking to Vogue about the collaboration, Madonna emphasised her deep, long-term bond with designers Domenico Dolce and Stefano Gabbana. 'Domenico and Stefano are like brothers to me. We have such a long history together,' she shared. 'Doing this campaign felt like a natural extension of our personal and professional relationship.'
She recalled an early memory, stating, '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.' Madonna added that the trio are united by a desire to challenge conventions, saying, 'The three of us are attracted to the idea of pushing boundaries and challenging social norms.'
Stefano Gabbana expressed his excitement, revealing, 'I get butterflies in my stomach when I see her! It's so fun and sexy, and makes me want to know what it smells like. Yes, it's a fragrance, but this is a real part of the history of Dolce & Gabbana and Madonna.'
Reflections on Health, Family, and Forgiveness
The campaign arrives after a period of profound personal reflection for the Michigan-born star. In 2023, Madonna spent four days in a coma due to a serious bacterial infection. She later disclosed that during this time, she experienced a vision of her late mother, who died when Madonna was just five years old.
'I was almost there on the other side,' she told Jay Shetty on his On Purpose podcast. 'My mother appeared to me, and she said, "Do you want to come with me?" And I said, "No."' This experience prompted her to focus on forgiveness, particularly in reconciling with her brother, Christopher Ciccone, before his death from pancreatic cancer last year.
'For my brother, I didn't speak to him for three years. Years and years,' she admitted. 'It was him being ill and reaching out to me... that was really important.' Madonna also openly addressed public speculation about her appearance, joking on social media in 2023 about recovery from plastic surgery, writing, 'Look how cute i am now that swelling from surgery has gone down. Lol.'
The Dolce & Gabbana campaign, creatively directed by Mert Alas, has been launched on the brand's Instagram with the caption: 'Every gaze becomes captivating. Every emotion turns into pure intensity.' It solidifies Madonna's enduring status as a fearless and ageless icon in both music and fashion.
