The actor becomes the face of I Will, Giorgio Armani’s first new men’s fragrance in more than two decades
Jonathan Bailey has been named the global ambassador for Giorgio Armani‘s newest men’s fragrance, I Will, becoming the face of the house’s first new masculine fragrance launch in more than 22 years.
Set to debut in the United States on August 15 before rolling out across Europe in September, I Will introduces a new pillar within Armani Beauty’s men’s fragrance portfolio. According to Richard Pinabel, Global Brand President of Armani Beauty at L’Oréal, the house deliberately waited more than two decades after Armani Code to introduce a new masculine fragrance, choosing to launch only when it believed it had a distinct point of view.
Bailey’s appointment builds on an existing relationship with the brand. The actor previously appeared in Emporio Armani’s Fall 2024 eyewear campaign, and Pinabel said his connection to both fashion and cinema made him a natural choice for the fragrance. Armani Beauty has long maintained close ties to the film industry through partnerships including the Venice Film Festival, making Bailey’s acting career an important part of the campaign’s identity.
Directed by filmmaker Todd Field, the campaign follows Bailey as he prepares to step onto a stage, capturing a story centered on determination rather than effortless success. Built around the tagline “It’s not about luck, it’s about will,” the campaign reflects the creative direction behind the fragrance, which explores confidence through perseverance rather than achievement alone.
Bailey said the project felt particularly meaningful because Giorgio Armani remained closely involved in developing the fragrance before his passing. Having previously met the designer and worked with the house, the actor described joining the campaign as both an honor and a continuation of his relationship with the brand.
The fragrance itself was developed over four years, with more than 2,800 trials, by master perfumers Nathalie Lorson and Alberto Morillas. Built around vanilla balanced with woody and leather notes, I Will was created to complement Armani Beauty’s existing men’s fragrance portfolio rather than replace established franchises such as Acqua di Giò or Stronger With You.
According to Pinabel, the development process began by reconsidering how ideas of masculinity have evolved since the launch of Armani Code in 2004. The result is a fragrance that places greater emphasis on resilience, determination, and the journey toward success—values the brand associates closely with Giorgio Armani himself.
With Bailey leading the campaign and I Will becoming the first new masculine fragrance pillar in more than two decades, Armani Beauty is introducing not only a new scent, but a new chapter within one of its most established fragrance categories.
