Dolce & Gabbana has taken over Dubai’s skyline with its latest Devotion fragrance campaign, featuring brand ambassador and Italian actor Michele Morrone. Following their previous activations, the Italian fashion house is doubling down on high-impact digital billboards in one of the most luxurious retail landscapes in the world. The new campaign for cosmetics and personal care, launched in the third week of February, strategically places the Devotion fragrance in Dubai’s busiest commercial districts. The visuals adopt Dolce & Gabbana's signature mix of cinematic romance, opulence and Mediterranean muse. Michele Morrone, in a white shirt against a worn Italian backdrop, evokes the brand's heritage and traditional themes of sensuality. The typography is contemporary but understated, allowing the image to remain the focus, while the golden-hued bottle of Devotion is the centerpiece. The color palette—terracotta neutrals, rich golds, and warm, sun-kissed colors—echoes the fragrance's positioning as a decadent yet classic, luxury. The visuals are restrained, with the goal of stopping the viewer in their tracks without overwhelming them, relying instead on strong brand recall and star power. Geographically, Dolce & Gabbana has situated this campaign across high-traffic zones like Downtown Dubai and major roadways. This placement is a continuation of their ongoing strategy of targeting high-end consumers in global luxury capitals. Dubai, with its high concentration of affluent shoppers and style tourists, is a prime market for luxury perfumes, and these digital billboards are an extension of the brand's boutique experience. Dolce & Gabanna revealed this campaign in the third week of February across digital screens.
