Giorgio Armani Taps Jonathan Bailey for Its First New Male Fragrance in Decades

By Jweil2 · WWD Beauty · 2026-08-06

According to WWD Beauty, Giorgio Armani is introducing a masculine scent titled I Will, marking the house's first major launch in this category for over twenty years. The L’Oréal-licensed brand selected actor Jonathan Bailey to front the campaign, which focuses on a narrative of

According to WWD Beauty, Giorgio Armani is introducing a masculine scent titled I Will, marking the house's first major launch in this category for over twenty years. The L’Oréal-licensed brand selected actor Jonathan Bailey to front the campaign, which focuses on a narrative of