Giorgio Armani Names Jonathan Bailey As Global Fragrance Ambassador

Giorgio Armani has named British actor Jonathan Bailey as the new Global Fragrance Ambassador for its latest masculine fragrance, I WILL.

Known for his performances across film, television and theatre, Bailey brings a combination of refinement, discipline and understated confidence that aligns with Armani’s long-standing approach to modern masculinity. From his award-winning stage work to major screen roles in Bridgerton, Fellow Travelers, Wicked and Jurassic World Rebirth, Bailey has built a reputation for versatility and craft.

The partnership introduces I WILL, a fragrance centred around determination and self-assurance. Built around rich dark vanilla notes, the scent is designed as a bold yet sophisticated expression of confidence.

Speaking about the collaboration, Bailey said: “It is a huge honour to be the face of I WILL and to continue to be part of the Giorgio Armani family. Mr. Armani created a legacy that has shaped generations through his commitment to elegance, craftsmanship, and authenticity.”

For Armani, Bailey represents a contemporary interpretation of the brand’s masculine identity: polished without being predictable, confident without excess. The campaign focuses on the actor’s dedication to his craft and the discipline behind his public presence.

Giorgio Armani I WILL launches on 9 September, priced at £120 for 100ml.