New York—Roberto Coin announced Dakota Johnson as its new brand ambassador at an exclusive New York City event last week.
The American actress and model’s career has spanned more than two decades, and she is also an advocate for mental health awareness.
She is best known for her role in the “Fifty Shades of Grey” films and most recently starred in “Splitsville” and “Madame Web.” In 2026, she is set to star alongside Anne Hathaway in the upcoming film “Verity.”
Roberto Coin said it chose Johnson as she embodies the jeweler’s philosophy of turning life’s moments into extraordinary expressions of beauty, passion, and purpose.
“I’ve always believed that jewelry tells a story—of who you are, where you’ve been, and what you love,” said Johnson.
“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.”
As a brand ambassador, Johnson stars in the jeweler’s latest campaign that debuted this month.
The campaign, photographed by Craig McDean, features Venice, Italy, as its backdrop.
Venice was chosen for its connection with the namesake brand’s founder, who was born in the city, as it has shaped his creativity over the years, influencing his designs and inspiring many of his collections.
It captures the fusion of classic Italian beauty and contemporary elegance that defines Roberto Coin, said the jeweler.
The campaign showcases Johnson wearing pieces from the “Love in Verona,” “Venetian Princess,” “Navarra,” “Obelisco,” “Tiaré,” and “Cobra” collections.
Dakota Johnson wearing pieces from the “Love in Verona” collection as Roberto Coin’s new brand ambassador
“Dakota Johnson is a true original. I love her expressions—an artist with authenticity, depth, and a unique ability to connect,” said Roberto Coin, founder and creative director of his namesake brand.
“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.”
The video and still photography campaign is set to release in two phases. While the first debuted this month, the second will release in May 2026. The partnership will continue through May 2027.
Johnson will also make global appearances and participate in creative initiatives that will be revealed next year.
The full campaign can be seen on the Roberto Coin website and social media.
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