Naples, 24 June 2026 – Naples continues to solidify its reputation as a premier international destination for major fashion brands, with Dolce & Gabbana being the latest to choose the city as the backdrop for its new fragrance campaign. The fashion house has filmed a captivating short movie, “Devotion in Naples for Dolce & Gabbana,” to launch its new perfume.
Naples: An Open-Air Cinema Set
The black and white, and colour short film features the city’s iconic landscapes, from the historic centre to the picturesque coves of Posillipo. The campaign tells a story of unreserved love, with scenes of passionate kisses in Piazza del Gesù and a dive into the sea against the stunning backdrop of Palazzo Donn’Anna.
Top model Irina Shayk and Italian actor Michele Morrone embody the essence of passion and sensuality, their relationship unfolding in a timeless setting. The soundtrack, “Sapore di Sale,” evokes cinematic neorealism, with some sequences drawing inspiration from the legendary duo of Sophia Loren and Marcello Mastroianni in Vittorio De Sica’s “Matrimonio all’Italiana,” a cult film set in Piazza del Gesù.
A Nod to Italian Cinema
Eagle-eyed viewers will also spot a scene reminiscent of an iconic moment in Italian cinema: the striptease from De Sica’s 1963 film “Ieri, oggi, domani.” In the Dolce & Gabbana spot, a sensual Irina, clad in a basque, is admired by Morrone, who sits captivated at the foot of the bed, wearing a white tank top. The commercial, directed by Gordon von Steiner, concludes with an iconic postcard image of Naples: the Gulf, framed by the sea and Mount Vesuvius.
Dolce & Gabbana’s Enduring Love Affair with Naples
This latest campaign signifies a renewed and confirmed love between Dolce & Gabbana and Naples. The city previously hosted an unforgettable high fashion show in 2016, held between San Gregorio Armeno and Castel dell’Ovo, paving the way for numerous other cinematic and advertising productions.
Last year, Dolce & Gabbana set its Devotion brand campaign in Capri, featuring Morrone alongside international pop star Katy Perry. In April, in collaboration with the Siola boutique, the brand also promoted a shooting session for Dolce & Gabbana Kids, starring Neapolitan children.
Naples: A Magnet for International Brands
Naples continues to attract international fashion brands, leveraging its natural beauty and unique charm. Just weeks ago, Zara, another fashion empire, chose Piazza del Plebiscito and the music of “Funiculì Funiculà” for its spot titled “An Italian summer mood.” In 2025, Max Mara dedicated its “Cruise” collection to Naples, while Givenchy released a video shot in the city in 2016 to present its 2017 collection.
“International brands are looking at the city with a different eye, just think of the opening of stores like Chanel or co-branding phenomena like Nike, which dedicated a shoe to the city. We must be ready for this phenomenon of internationalization,” commented Marco Scherillo, Confindustria Naples delegate to the Confindustria Moda Nazionale territorial committee.
Beyond cinema and television series, Naples, which has inspired successful TV shows in recent years, is also appealing to high fashion and music. A month ago, rapper Baby K made a surprise visit to the city to shoot her latest music video for the song “Tucamacarena.” In the heart of the Spanish Quarters, amidst Maradona’s mural and the tradition of “limonata a cosce aperte,” the singer unexpectedly involved the people of Naples in her Latin, pop, and urban-infused video.
Institutional Support for the “Naples Brand”
Institutions are also commenting on the phenomenon of the Naples brand. Carlo Puca, Councillor for the Image of the City of Naples, stated: “Naples has an intrinsic power, and beyond the beauty of its territories, there are the people, the Neapolitans, who are its true strength. In a world that has invented almost everything, creativity in Naples is inexhaustible, and each time there is always something to talk about, from which to draw inspiration. A unique place in the world that is shown as an international brand, just think of Emirates Team New Zealand, which honoured the city of Naples by painting the ‘foils’ of its new boat, the Taihoro, with the colour blue and the inscription ‘Napoli,’ and not Naples as it was in the past, to celebrate the city.”
