Valentino Beauty is stepping into a new phase of its fragrance direction, naming Dakota Johnson and Alexander Skarsgård as the faces of its latest campaign, positioning the duo at the centre of an evolving scent narrative that leans into emotional depth and individuality.
The move signals a continuation of the brand’s focus on fragrance as a form of personal expression rather than product-led storytelling. According to the brand, this new chapter is built around themes of emotional intensity and embracing feeling without restraint.
Johnson, who already works with Maison Valentino in fashion, extends her relationship with the house into beauty. Her role in the campaign reflects a consistent emphasis on individuality and a more instinctive approach to presence, aligning with the brand’s ongoing shift toward character-driven storytelling.
Skarsgård joins the beauty division as a new ambassador, bringing a contrasting energy that the brand frames as magnetic and unconventional. Together, they are positioned within the campaign as complementary forces, shaping a dynamic built on contrast rather than similarity.
The pairing is intended to reflect a broader idea within the campaign: intimacy as something active rather than decorative—formed through tension, connection, and openness rather than polish.
