Dakota Johnson Becomes The New Global Ambassador Of Roberto Coin
Italian fine jewelry brand, Roberto Coin, has named actress and advocate Dakota Johnson as its new Global Brand Ambassador. The announcement was made May 29 during an event in New York where the brand also unveiled a new advertising campaign featuring Johnson.
The new global campaign starring Johnson is photographed by award-winning British fashion photographer and filmmaker, Craig McDean, known for his raw, unfiltered approach capturing the essence of his subjects with natural lighting and minimal retouching.
The campaign will run through May 2027. The photography with Johnson is set against the backdrop of Venice. The company says the campaign 'captures the fusion of classic Italian beauty and contemporary elegance that defines Roberto Coin.'
Roberto Coin's new ad campaign places Dakota Johnson against the backdrop of Venice
Roberto Coin, who founded his eponymous brand and serves as creative director, said that Johnson's selection as brand ambassador ushers in a dynamic new chapter for the brand, highlighting its continued evolution through bold storytelling and artistry.
'Dakota Johnson is a true original I love her expressions—an artist with authenticity, depth, and a unique ability to connect,' Coin said. 'We are proud to welcome her to the Roberto Coin family and to collaborate on a campaign that speaks to the heart of who we are.'
Johnson, 35, has been a professional actor for more than two decades. The daughter of Don Johnson and Melanie Griffith, she appeared in her first role at the age of five in 'Crazy in Alabama,' directed by her then-stepfather Antonio Banderas, and starring her mother. Since then, she has appeared constantly in starring and supporting roles in film and television. She is probably best known for playing the lead role in the erotic 'Fifty Shades' film series. Most recently, she starred in the 2024 film, 'Madame Web.'
Johnson also is a vocal advocate for mental health awareness.
Venice is the inspiration and soul of Roberto Coin's new campaign starring Dakota Johnson
Venice serves as both the inspiration and the soul of this campaign, Coin said, as his connection to this city is deeply personal. Born in Venice, its essence has profoundly shaped his creativity over the years, he said, adding that the city's rich history, majestic architecture and vibrant artistic culture have long influenced his designs and inspired many of his collections.
The campaign, features video and still photography with Johnson wearing pieces from the brand's most iconic collections: Love in Verona, Venetian Princess, Navarra, Obelisco, Tiaré and Cobra.
Released in two phases, the campaign's first half will launch this month, with the second installment debuting in May 2026. The full campaign will run through May 2027 across global platforms.
'I've always believed that jewelry tells a story—of who you are, where you've been, and what you love,' Johnson said. 'Roberto Coin's pieces are full of depth and meaning, and I'm honored to help bring that spirit to life through this collaboration. There's romance, strength, and bold femininity in every design.'
In addition to the campaign, Johnson will make global appearances and participate in creative initiatives for Roberto Coin.
The announcement of Johnson and the new advertising campaign comes a year after Roberto Coin's North America business division was acquired by luxury watch and jewelry retailer, Watches of Switzerland for $130 million.
At the time of the acquisition, Watches of Switzerland said Roberto Coin has more than 400 points-of-sale with department stores, jewelry chains and independent jewelers, making it the sixth largest jewelry brand in the U.S. by sales.
Roberto Coin S.p.A., founded in Vicenza, Italy, is one of the most recognized fine jewelry brands in the world, with operations in 60 countries.
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