Giorgio Armani introduces Jonathan Bailey as its newest global fragrance ambassador with the launch of I Will Eau de Parfum. Photographed by Craig McDean, Bailey fronts a pared-back studio campaign that places the actor alongside the amber-toned bottle in a series of close portraits and full-length images.
Jonathan Bailey for Giorgio Armani I Will
Dressed in black T-shirts, relaxed trousers and dark knitwear, Bailey fits naturally within the understated masculinity long associated with Armani. Restraint and character outweigh excess in this world.
I Will Eau de Parfum takes its name seriously, connecting Bailey’s decades-long acting career with the persistence behind the fragrance itself. According to Giorgio Armani, 2,800 trials went into its development.
The result is a long-lasting composition pairing smoky Madagascar vanilla absolute with deep woody leather notes. The campaign builds on that shared idea of determination, presenting Bailey at a career high while giving Armani’s latest men’s fragrance a face closely associated with contemporary film, television and theater.
Armani’s understated masculinity extends into tailoring shaped for the Mediterranean in the brand’s spring 2027 collection.
