Armani Taps Jonathan Bailey for First Men’s Scent in 20 Years

Giorgio Armani is returning to men’s fragrance for the first time in more than two decades with a new launch called I Will, fronted by actor Jonathan Bailey. The scent marks a significant moment for the house, coming after the recent passing of founder Giorgio Armani, who was closely involved in shaping the fragrance and its accompanying campaign before his death.

A Campaign Rooted in Resilience

Filmmaker Todd Field directed the I Will campaign, built around the idea that confidence comes from taking risks and being willing to fail. Bailey, who called the project deeply meaningful, said the narrative felt personally aligned with his own journey, from performing at London’s Barbican theater as a child to shooting the campaign’s Hollywood-set finale at Universal Studios.

A Scent Built on Contrast

Developed over four years and 2,800 trials by perfumers Nathalie Lorson and Alberto Morillas, I Will pairs a traditionally feminine vanilla note with woody, leather accords aimed at today’s male consumers, who Armani Beauty executives say increasingly prioritize intensity and longevity in their fragrances. Global brand president Richard Pinabel described the scent as the one most connected to Giorgio Armani’s own values of resilience and hard work.

The fragrance launches in the U.S. on August 15, followed by Europe in September, with pricing starting around 30 euros for the smallest bottle. Armani Beauty is targeting a spot among the top 10 men’s fragrances globally, projecting roughly 220 million euros in retail sales during its first year, as the brand looks to complement long-running hits like Acqua di Giò and Stronger With You.