MILAN — Domenico Dolce and Stefano Gabbana hosted a cocktail party at their Gold restaurant here Tuesday to unveil their Martini Gold ad spot, directed by Jonas Akerlund and featuring Monica Bellucci, who attended the premiere and the dinner that followed.
The designers teamed up with the storied Italian liquor house for a special co-branding project earlier this year and created a new drink, a first for them: a Martini with Sicilian lemons and oranges and bergamot from Calabria, Ethiopian myrrh, Indian ginger and Spanish saffron.
This story first appeared in the September 9, 2010 issue of WWD. Subscribe Today.
The duo also designed the packaging — a black box with a gold Dolce & Gabbana metal tag together with the Martini logo and a precious bottle made of gold satin glass with contrasting black text.
The music-video director Akerlund, who has worked with the likes of Madonna and Lady Gaga, filmed the ad with Bellucci in Rome. In the ad, the director zooms in on several of the city’s symbolic locations, such as the famed Trevi Fountain. The designers did double duty as creative directors of the video and as actors, doing cameos seated at the Martini bar. They are seen waiting for Bellucci and then toasting cheerfully with her. The camera focuses on the actress, a longtime friend of the designers, who seductively walks on her stilettos, carrying a golden bottle in a net bag, with men of all ages staring and following her.
“We never thought we would one day create a drink, but it was a match that was meant to be. Martini is a symbol of Italy, and we are supporters of Italian style and classic Italian beauty, which Monica Bellucci perfectly embodies,” said Gabbana, adding they had fun on the set. “After all, we weren’t really acting. We were simply being ourselves.”
Bellucci, who is currently filming “Un Eté Brûlant,” directed by Philippe Garrel, said a book on her “20 years in front of a camera,” edited by Rizzoli, will be available in November, with images by photographers such as Helmut Newton, Bruce Weber and Steven Meisel.
There are two Martini bars in the designers’ Milan and Shanghai stores.