"Creative directors of luxury houses have been playing musical chairs, several of them debuting their visions for their new homes this Spring/Summer 2026 season. Switching creative directors, however, alters more than the brand's DNA; it also influences the brand's endorsers. Some celebrities built stronger relationships with individual designers as their "muses" and follow the creatives wherever they go, while others are more loyal to the brands themselves. Dakota Johnson is clearly faithful to Gucci."
"Now, even with the heritage brand's new creative lead, Demna, Johnson is proving she's a Gucci girl through and through. Take a look at her latest style play. On Thursday, Sept. 25, the actor attended the 21st Zurich Film Festival in a custom Gucci dress that was so chicly revealing, it left a trail of dropped jaws in its wake."
"It's become tradition for the Swiss film fête to kick off with the Opening Green Carpet. A pro at making an entrance, Johnson wore a look that positively popped against the floor's verdant hue - for a trifecta of reasons. First was the color. Though the Materialists star typically opts for a more muted color palette (she loves an LBD), she switched it up in a striking royal blue hue."
Creative directors at luxury houses are changing rapidly, reshaping brand identities and influencing celebrity endorsers. Some celebrities follow individual designers as muses while others remain loyal to brands. Dakota Johnson has served as a Gucci ambassador since Alessandro Michele's era (2015-2022) and continued with the label after Sabato de Sarno and now under Demna. On Sept. 25 Johnson attended the 21st Zurich Film Festival wearing a custom Gucci gown that diverged from her usual muted palette. The gown was a striking royal blue with a stretch lace mock neck and long sleeves, a low Basque-style waist and a voluminous tulle skirt with revealing sheer elements.
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