Bailey fronts Armani's 1st men's fragrance in over 20 years
Jonathan Bailey (yep, PEOPLE's reigning Sexiest Man Alive) is fronting Giorgio Armani's new men's scent, I Will, dropping August 10.
This is Armani's first new men's fragrance in over 20 years, one of the last projects Giorgio himself worked on.
Bailey says he feels proud to help celebrate Armani's legacy with this campaign.
Field directs campaign highlighting growth themes
The campaign, directed by Todd Field, leans into themes like determination and growth, stuff Bailey says really speaks to him.
The scent mixes smoky vanilla and leather for a warm and nostalgic vibe.
Bailey said, "I think 'I Will' feels like a commitment to a future version of yourself and to growth. It's an important idea, at a time where I think everyone's looking for focus and confidence and integrity."
Crafted by top perfumers Nathalie Lorson and Alberto Morillas, it comes in a sleek refillable bottle, classic style with a modern touch.