Roberto Coin, the jeweler known for mixing Italian craftsmanship and romance, has named Dakota Johnson global brand ambassador.
“Dakota Johnson is a true original. I love her expressions — an artist with authenticity, depth, and a unique ability to connect,” founder and creative director Roberto Coin said. “We are proud to welcome her to the Roberto Coin family and to collaborate on a campaign that speaks to the heart of who we are.”
This partnership ushers in a new chapter for Coin, who previously tapped famed models to front campaigns and is now turning to the Hollywood actress.
“We’ve previously worked with incredible models like Arizona Muse and Christy Turlington to represent the beauty and craft of our jewelry,” Coin told WWD. “With Dakota, we’re evolving — not just showcasing jewelry, but aligning with a voice and personality that resonates more deeply with today’s luxury consumer.
“This is about emotion, identity, and storytelling beyond the visual. Dakota is both contemporary and classic — much like the women who wear Roberto Coin,” the founder said. “She’s an artist, a risk-taker, and a woman of substance. Her quiet confidence and nuanced style reflect the essence of what we design: beauty with meaning. There was an instant synergy. She didn’t just wear the jewelry — she understood it.”
Dakota Johnson in her first campaign for Roberto Coin.
Craig McDean/ Courtesy Roberto Coin
Starting in June and running through May 2027, Johnson will appear in a new global campaign photographed by Craig McDean. Set against the historical backdrop of Venice, the campaign aims to capture the fusion of classic Italian beauty and contemporary elegance that Roberto Coin’s jewelry exemplifies. For Coin, the connection to the romantic city is deeply personal. Born in Venice, the founder says the city’s essence has profoundly shaped his creativity — its rich history, majestic architecture, and vibrant artistic culture have long influenced his designs and inspired many of his collections.
“I’ve always believed that jewelry tells a story — of who you are, where you’ve been, and what you love,” Johnson said in a statement. “Roberto Coin’s pieces are full of depth and meaning, and I’m honored to help bring that spirit to life through this collaboration. There’s romance, strength, and bold femininity in every design.”
The campaign rolls out with both video and still photography, highlighting Johnson wearing pieces from the brand’s key collections: Love in Verona, Venetian Princess, Navarra, Obelisco, Tiaré, and Cobra. Rounding out the new role, the actress will make global appearances and participate in creative initiatives, helping to share the Roberto Coin story.