Photographer Gordon von Steiner sums it up perfectly in his Instagram caption promoting Dolce & Gabbana’s new Light Blue campaign: “Just that little white boat in Capri…”
Dolce & Gabbana has highlighted their hero fragrance, Light Blue, in a new campaign starring Vittoria Ceretti and Theo James. In collaboration with creative directors Charles Levai and Kevin Tekinel, von Steiner captures a seductive scene. Heading into summer, this campaign fits seamlessly into the current desire for a European getaway, small bikinis, the bright blue ocean, and Theo James. Light Blue is no newcomer to D&G Beauty, but this campaign introduces a fresh adaptation of the line: Light Blue Capri in Love.
Von Steiner’s shoot is bright, wet, and sexy. The campaign features images of Ceretti and James in white swimwear, cutting between scenes of a little white boat, the ocean, and the cliffs of Capri. The tiny, bright-white swimsuits against wet, tan skin speak to Light Blue’s essence of “freshness and seduction.” The imagery is bright and sunkissed embodying the crisp notes of Light Blue. There are solo shots of both models as well as intimate scenes of them intertwined, evoking the fragrance’s androgynous scent. It is a boat, two models, and the sea—no frills, because seduction, summer, and by association, Light Blue need no help grasping attention.
Reminiscent of D&G’s Fine Jewelry Fall 2022 campaign, this campaign is simple in a way that turns sexy. It stands as a reminder of what Dolce & Gabbana is: a seductive and rich embodiment of Italian culture. D&G is honoring those roots by spotlighting one of their most beloved products: Light Blue. Recent D&G campaigns have leaned into vintage silhouettes and retro designs, a direction many brands have embraced in recent years. This campaign, much like the fragrance it promotes, is instead, timeless. It stands as a pillar of D&G’s continued relevance in the industry, while offering a new spin on a classic scent. Light Blue Capri in Love is an exciting addition to D&G Beauty, but it isn’t trying to rewrite any narratives.
Dolce & Gabbana’s new Light Blue campaign, is intentionally, nothing new. It is simply a reminder why Dolce & Gabbana remains a luxury powerhouse—and that they’re going nowhere but up.
