Jonathan Bailey Unveils Armani Beauty’s ‘I Will’ Fragrance, Reflecting Giorgio Armani’s Legacy

Jonathan Bailey, 38, playfully describes himself as the ‘naughty cousin’ of the Armani family, marking a significant milestone as the face of Armani Beauty’s first new men’s fragrance in over 20 years, ‘I Will.’ The campaign officially launches today.

A Personal Connection and Passing of the Torch

Bailey’s connection with the Armani brand dates back to 2022, when he met Giorgio Armani himself. The fragrance, a richer, deeper take on masculine scent, features notes of bergamot, lavender, patchouli, vanilla, and leather – designed to appeal to a younger generation seeking versatile fragrances for both day and night.

Significant Project and Armani’s Influence

‘I Will’ is also one of the last projects personally overseen by Mr. Armani before his passing last fall. Bailey expresses profound gratitude, stating, “I feel entirely privileged” to be part of this legacy, highlighting the fragrance as “sophisticated masculinity that’s about confidence, curiosity, virility, sensuality.”

Looking Ahead: Bailey’s Upcoming Projects

Bailey has a busy 2024 ahead, including roles in the legal drama Monsanto and the psychological thriller Pumping Black, alongside a West End revival of Sunday in the Park with George. He emphasizes the importance of intention and scent, recalling his grandmother’s evocative memories associated with rose talcum powder.

On Scent and Personal Routine

Bailey believes scent is crucial for establishing confidence and connection. He maintains a relaxed grooming routine, prioritizing sleep, hydration, SPF, and a good fragrance, often supplemented by time spent in the sea. This interview has been condensed and edited.