Giorgio Armani Taps Jonathan Bailey to Launch Men's Fragrance I Will

For the first time in more than two decades, Giorgio Armani is introducing a new standalone masculine fragrance franchise. Named I Will, the scent is fronted by actor Jonathan Bailey as global brand ambassador.

"It’s something quite meaningful for the house," said Richard Pinabel, global brand president of Armani Beauty at licensee L’Oréal. "We always take the time to launch, to do it when it’s right."

Bailey called working on the project a profound honor, noting that the late designer Giorgio Armani was personally involved in the overarching narrative and creative concept. "I felt very moved and felt the loss of Mr. Armani when he passed away," Bailey said. "I’ve been part of the Armani family for a few years, as a little bro, and I’d met Mr. Armani. So it feels incredible."

Directed by Oscar-nominated filmmaker Todd Field, the entertainment marketing campaign carries the tagline: "It’s not about luck, it’s about will." The storyline centers on a protagonist overcoming performance anxiety on stage before eventually landing in Hollywood—a arc filmed on location at Universal Studios.

"It felt so bizarrely aligned, because it’s starting with a guy on stage who’s sort of faltering and has to take that leap to overcome his fears," Bailey said, reflecting on how the narrative mirrored his own career trajectory from childhood theater to international film roles. He added that the campaign reflects a modern interpretation of quiet confidence and authenticity: "It’s not to be shouted about. It’s not a spectacle, but it’s something that people can feel in the room, can feel its presence in a film, on a catwalk, on a red carpet."

Formulation and Development

Marking 22 years since the debut of Armani Code, the brand's creative and commercial teams initiated the project by reexamining evolving definitions of masculinity.

"Behind Armani fragrances there’s always been this story of achievement," Pinabel explained. "What is it for the young generation or for men today? Studies show that for them, it is the journey that is as important as the final destination... there is beauty in the path to success, rather than the success per se."

Pinabel noted that younger male consumers, influenced by trends toward long-lasting and high-presence fragrances, increasingly demand intensity and projection. To deliver on these performance expectations, development of the formula took four years and 2,800 trials. Created by DSM-Firmenich master perfumers Nathalie Lorson and Alberto Morillas, the eau de parfum features a warm vanilla note balanced by woody and leather accords.

The tactile glass packaging was also personally vetted by Giorgio Armani, who eschewed sharp edges in favor of smooth, ergonomic contours designed to sit comfortably in hand.

Commercial Strategy and Market Positioning

The global product launch begins in the U.S. on August 15, followed by a European debut in September. Pricing for the eau de parfum is set at €147 for 100 ml, €105 for 60 ml, and €30 for 30 ml.

Armani Beauty aims to push I Will into the global top 10 ranking for men's fragrances, a benchmark that industry sources estimate represents roughly €220 million ($240 million) in retail sales over its first 12 months. Armani currently holds the fifth spot in the U.S. men's prestige scent market and ranks third across Europe.

As legacy beauty brands double down on hero products and flagship franchises to drive long-term category growth, I Will is structured as a strategic complement to Armani's existing portfolio. The house's key pillars include Acqua di Giò (a top 10 global men's scent launched 30 years ago), Stronger With You (ranking fourth in Europe and top 15 in the U.S.), the feminine flagship Sì, and the artisanal unisex line Armani Privé.