The “DNA” campaign by Dolce & Gabbana for the Spring Summer 2026 season is a thoughtful journey through the aesthetic codes of the fashion house, which for years has built its recognizable language around lace, tailoring, and a strong emotional impact of imagery. This is a project that does not seek new definitions, but rather refines what has long been its core.
Dolce & Gabbana “DNA” campaign: a cast that gives the story its character
The campaign features striking figures from the world of fashion and visual culture. One of the main protagonists is Mariacarla Boscono, whose presence lends the whole project a natural continuity and a certain cinematic narrative. She is accompanied by Claudio Stecchi, and the entire shoot was captured through the lens of Karim Sadli.
The styling is by Emmanuelle Alt, makeup was done by Christelle Cocquet, and hair was perfected by Stephane Lancien. The overall creative direction is overseen by Domenico Dolce and Stefano Gabbana.
Dolce & Gabbana “DNA” Campaign: Rome as a Natural Fashion Stage
The backdrop of the campaign is Rome — a city that, in this project, acts as a fully-fledged participant in the narrative. Stone-paved streets, soft light, and architectural austerity create a space where fashion organically blends into its surroundings.
The black-and-white aesthetic of the photos highlights the structure of the fabrics and the architecture of the silhouettes, allowing the details to stand out: the lace, the texture of the materials, and the precise tailoring.
Dolce & Gabbana “DNA” Campaign: A Lacy Narrative and the Power of Detail
One of the main motifs of the collection remains lace — treated not as a decoration, but as a fully-fledged element of garment construction. Combined with minimalist suits and refined cuts, it creates a striking play of contrasts.
The way the silhouette is handled is also impressive: the clothes stay close to the body, yet leave room for movement and light, giving the entire campaign a very natural rhythm.
Dolce & Gabbana “DNA” Campaign: Mariacarla Boscono as the Narrative Axis
Mariacarla Boscono leads the visual narrative of the campaign in an almost intuitive way. Her presence in the frames does not dominate, but rather unifies the whole — from the streets of Rome to more intimate, textile-focused shots.
It is precisely through her perspective that the campaign gains coherence and a sense of seamless transition between scenes.
Dolce & Gabbana “DNA” campaign: a consistent brand language
The new Dolce & Gabbana campaign shows that the strength of the brand lies in consistency. Instead of making drastic changes, the project develops existing elements: lace, elegance, and bold silhouettes.
The result is a campaign that works primarily through visuals — refined, rhythmic, and deeply rooted in the aesthetic the brand has been cultivating for years.
