MILAN — There's a song that for the past month has been booming on the loop in the offices of Dolce ⁘ Gabbana 's beauty division here: a cover version of the 1968 hit "La Bambola" by national icon Patty Pravo.
Starting Thursday, this new version is set to reach a global audience and new resonance across different media, courtesy of its unique interpreter — Madonna.
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The global star has been tapped by the brand to front the campaign for two new fragrances that expand its The One franchise. In the cinematic and seductive commercial flanking the images and directed by Mert Alas , Madonna both acts as the protagonist and sings in Italian for the first time for its soundtrack.
In an interview with WWD, Dolce ⁘ Gabbana Beauty's chief executive officer Gianluca Toniolo underscored that the choice of Madonna was a no-brainer.
"So the choice was pretty easy, also considering we had the good fortune of being close to her for years. Plus, she never did something like this in the world of fragrances, which makes this project even more exclusive," said Toniolo.
The campaign also marks the revamp of one of the most popular fragrance franchises for the brand, since it turns 20 this year. Toniolo highlighted how even though it hasn't been promoted since 2015, the fragrance family that was first launched in 2006 has continued to generate sales over the past decade.
"That proves the strength of this franchise, which is our only line where the men's counterpart is stronger than the female one and accounts for 60 percent of its total sales," he said.
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