Dolce & Gabbana launches The One The New Intensities with Madonna and Alberto Guerra, expanding the iconic fragrance line.
FRAGRANCES
Dolce & Gabbana has revealed a new global campaign for The One “The New Intensities,” marking a surprise release that signals a renewed focus on one of the brand’s most established fragrance pillars. The first campaign visuals appeared across leading fragrance retail platforms, immediately positioning the launch as a major moment within the Dolce & Gabbana beauty universe.
The New Intensities is presented as an evolution of The One, refining the original fragrance’s sensual identity through a deeper, more contemporary expression. While the house has not framed it as a reinvention, the language surrounding the release suggests a deliberate recalibration, maintaining the recognizable DNA of The One while amplifying its depth, presence, and emotional charge. The result is a fragrance positioned for both continuity and progression within the line.
Madonna’s history with Dolce & Gabbana is deeply embedded in the brand’s identity. She first wore the label in the early 1990s and went on to star in several defining campaigns, including the Fall Winter 2010–2011 series photographed by Steven Klein. Those images, inspired by Italian neorealism, became a reference point for the house’s visual language. Beyond campaigns, Dolce & Gabbana has designed costumes for Madonna’s tours and consistently referenced her influence across collections and runway presentations.
With The One “The New Intensities,” Dolce & Gabbana extends this long-standing dialogue into fragrance, reinforcing the line’s cultural relevance while introducing a refreshed visual and emotional framework. The campaign positions the scent as familiar yet heightened, anchoring the future of The One firmly in both legacy and evolution.
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