Actress Dakota Johnson is starring in Roberto Coin’s new global advertising campaign that seeks to connect the Italian jewelry brand with younger generations.
For the “The Art of Dreaming,” campaign, Johnson was photographed in Venice—where brand founder Coin was born—wearing his most celebrated jewelry collections: Love in Verona, Venetian Princess, Navarra, Obelisco, Tiare, and Animalier.
Coin introduced Johnson as the new face of the brand at an event last week in New York City’s Cipriani 25 venue, which was transformed into an homage to Venice. The city has long served as Coin’s inspiration.
The new campaign will come out in two phases—the first rolls out this month, the second will debut in May 2026—and run through May 2027.
In addition to the photos and videos for Roberto Coin’s digital platforms and marketing, Johnson will make appearances worldwide representing Roberto Coin and participate in the brand’s creative initiatives, helping share the Roberto Coin story with younger consumers.
Coin says he connects to Johnson as a creative person because of her passion and purpose (she is a mental health advocate) and how she expresses beauty.
“What inspires me most about Dakota Johnson is her refusal to be easily defined—incredibly, much like me. Authentic, multifaceted, and a lateral thinker,” Coin tells JCK in an email interview.
“Dakota turns simplicity into art. She has this magnetic stillness about her, a grounded elegance that draw you in without ever asking for attention. Roberto Coin’s designs do the same. They don’t perform—they reveal.
“Both feel like they were made for the person who doesn’t need permission to shine but who understands that real luxury is deeply personal,” he says.
Johnson, who starred in the Fifty Shades movies, is the daughter of actors Melanie Griffith and Don Johnson, and the granddaughter of Hitchcock leading lady Tippi Hedren.
She first appeared in film at age 10, in Crazy in Alabama, which starred her mother and was directed by her then stepfather Antonio Banderas. Johnson has since made her own way, through movies such as The Social Network, The Lost Daughter. How to Be Single, and Madame Web. She also is a producer and previously served as a brand ambassador for Gucci.
Coin says that he sought a global brand ambassador to reach new generations and show them ways to wear his jewelry, and that it was more important she be someone he respects than a well-known actor.
“Roberto Coin’s jewelry is about storytelling—crafted with intention, layered with meaning, and designed for those who see beauty as a form of self-expression,” he says. “The right ambassador, whether a public figure or someone outside the spotlight, is someone who shares that instinct to live artfully,” says Coin.
“What matters most is that they carry the same creative DNA: someone who values detail, embraces creativity, and wears their individuality with confidence,” he adds. “Just as every Roberto Coin piece carries a hidden ruby, our ideal ambassador carries something unseen but deeply felt—an internal light that shines like gold.”
Top: Dakota Johnson admires some of Roberto Coin’s jewelry with the designer at a May 29 event in New York City introducing the actress as the new face of the brand. (Photos courtesy of Roberto Coin)
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