Giorgio Armani Names Jonathan Bailey as Global Fragrance Ambassador
Giorgio Armani has named British actor Jonathan Bailey as its newest Global Fragrance Ambassador, with Bailey becoming the face of the house’s latest masculine fragrance, I Will. Known for performances spanning film, television and theatre, Bailey brings a combination of charisma, discipline and authenticity to the partnership, reflecting the determination and self-assurance at the heart of the new fragrance.
The appointment is introduced through a cinematic campaign directed by Todd Field. Shot at Universal Studios, the film follows Bailey as an actor arriving in Los Angeles in search of inspiration ahead of his next role. Moving from black and white into colour, the campaign explores ambition, creative purpose and the personal commitment required to reach a destination.
Speaking about the partnership, Jonathan Bailey said:
“It is a huge honour to be the face of I WILL and to continue to be part of the Giorgio Armani family. Mr. Armani created a legacy that has shaped generations through his commitment to elegance, craftsmanship, and authenticity, and to be part of a project that carries his vision is something I am incredibly proud of. The Armani excellence permeates through everyone who worked in this campaign.”
I Will introduces a new expression of masculinity centred on determination, endurance and the confidence to shape one’s own path. Created by master perfumers Alberto Morillas and Nathalie Lorson following more than 2,800 trials and four years of development, the Eau de Parfum opens with vibrant Calabrian bergamot, aromatic lavender and violet leaf. At its base, Madagascar vanilla absolute is layered with smoky woodleather and Indonesian and Guatemalan patchouli, creating a warm, addictive and long-lasting woody vanilla composition.
Bailey recently starred as Fiyero in Wicked and Wicked: For Good, as well as appearing in Jurassic World Rebirth alongside Scarlett Johansson and Mahershala Ali.
His performance in the Showtime miniseries Fellow Travelers earned him a Critics Choice Award and an Emmy nomination. His stage career includes an Olivier Award-winning performance in Marianne Elliott’s revival of Company and an acclaimed appearance in the title role of Richard II. He will next return to the West End as George in the revival of Stephen Sondheim’s Sunday in the Park with George, appearing alongside Ariana Grande.
Giorgio Armani I Will Eau de Parfum, 100ml, is priced at £120 and will be available nationwide from 9 September.
Giorgio Armani has named British actor Jonathan Bailey as its newest Global Fragrance Ambassador, with Bailey becoming the face of the house’s latest masculine fragrance, I Will. Known for performances spanning film, television and theatre, Bailey brings a combination of charisma, discipline and authenticity to the partnership, reflecting the determination and self-assurance at the heart of the new fragrance.