Luxury Italian jeweler Roberto Coin has appointed Hollywood actress Dakota Johnson as its new global brand ambassador.
The brand, known for its romantic style and Italian craftsmanship, says the partnership marks a new chapter. Johnson will lead a global campaign that begins in June 2025 and runs through May 2027.
“Dakota Johnson is a true original,” said Roberto Coin, founder and creative director. “She’s an artist with authenticity, depth, and a unique ability to connect. We are proud to welcome her to the Roberto Coin family.”
The move represents a shift for the brand, which has traditionally worked with fashion models. In the past, the company collaborated with Arizona Muse and Christy Turlington to showcase its jewelry. Now, with Johnson, the brand hopes to reach deeper into storytelling and emotion.
“With Dakota, we’re evolving,” Coin told WWD. “This is no longer just about showing beautiful jewelry. It’s about sharing a message that speaks to today’s luxury customer — one who values personality, identity, and meaning.”
Coin said Johnson represents the qualities the brand aims to express: classic elegance, modern spirit, and thoughtful style. “She’s a risk-taker and a woman of substance,” he said. “There was an instant connection. She didn’t just wear the jewelry — she understood it.”
The new campaign was photographed by Craig McDean in Venice, Italy — a city with deep ties to the brand’s identity. Coin was born in Venice, and he credits the city’s art, architecture, and romance as key influences in his work.
The visuals feature Johnson wearing pieces from several of Roberto Coin’s signature collections, including Love in Verona, Venetian Princess, Navarra, Obelisco, Tiaré, and Cobra. The campaign includes both video and still photography.
In a statement, Johnson said she was honored to take part. “I’ve always believed that jewelry tells a story — of who you are, where you’ve been, and what you love,” she said. “Roberto Coin’s pieces are full of depth and meaning. There’s romance, strength, and bold femininity in every design.”
As part of her role, Johnson will make global appearances and take part in creative initiatives to promote the brand. The company hopes the collaboration will connect with modern women who value both beauty and meaning in the pieces they wear.
Related topics:
- Bulgari’s New High Jewellery Collection Brings More Than Just Large Gems
- Guelph Jewelry Store Hit by Thieves Again
- Zodori Studio Launches New Jewelry Collection Inspired by Culture and Nature
