Dakota Johnson is making headlines as she launches her debut advertising campaign for Valentino, set for release on Thursday. The Hollywood actress has been named a global brand ambassador for the Italian fashion house last month at the behest of creative director Alessandro Michele, who has known Johnson since their time at Gucci.
Expressing her excitement, Johnson shared, “Nothing brings me more joy than collaborating with people I love, admire and respect. I am so grateful and happy to join the Valentino family. Alessandro is one of the most inspiring people I know, and I’m honored to be with him again.”
The campaign focuses on the cruise 2026 collection and features a star-studded cast alongside Johnson, including iconic model Marisa Berenson, Canadian artist Tate McRae, British singer Dev Hynes, and German artist Anne Imhof, among others. Photographed by Marili Andre, the imagery unfolds in various luxurious indoor settings, embodying the campaign’s title “Nocturne,” which evokes a sense of serene moments before sleep.
Michele articulates this theme beautifully, highlighting the liminal space of a hotel—a place of intimacy yet anonymity—where “the borders of sleep and wake become porous.” His vision frames the hotel as a metaphor for modern life, showcasing individual experiences that intersect without direct contact, reflecting a shared yet private existence.
The campaign’s visuals parallel earlier look book images, which featured the cast in relaxed settings, whether sleeping, engaging in light activities like playing music or sharing moments together. A complementary video directed by Renell Medrano enhances the nighttime theme, with the cast journeying through the hotel while the melodic “Nocturne In E Flat” by Frederic Chopin plays in the background. Johnson, in a striking Valentino dress, is seen engaging in a phone conversation while embracing the campaign’s reflective mood.
In her role, Johnson joins an impressive roster of global ambassadors, which includes artists and influencers like Clairo, Sophie Thatcher, and Colman Domingo, who recently expanded his ambassadorial role to include Valentino Beauty’s fragrance lines. This new campaign is not just a celebration of fashion, but an exploration of human connection and shared experiences, ultimately embracing the beauty of quiet moments.