Armani
I Will
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With I Will, Giorgio Armani establishes a new masculine pillar in 2026, the first in more than twenty years. The house presents it as an addition rather than a replacement: Acqua di Giò and Stronger With You keep their place, while the newcomer occupies an autonomous territory, with no line name, described by the brand as amber woody leathery and classified on Fragrantica as woody oriental.
The composition is signed by Alberto Morillas and Nathalie Lorson, master perfumers at DSM-Firmenich. Armani Beauty cites four years of work and more than 2,800 trials before the formula was finalized, built around a vanilla directed in a masculine register. The name reads in the phrase the house places as its motto: It's not about luck, it's about Will.
The project ranks among the last personally followed by Giorgio Armani before his death: according to launch sources, he was involved in designing the fragrance, the bottle and the campaign concept. Distributed under license by L'Oréal, I Will arrives in the United States on August 15, 2026, in Europe starting in September and in the United Kingdom on September 9.
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Jonathan Bailey filmed by Todd Field
Jonathan Bailey, new global ambassador, directed by Todd Field in a film about an actor who falters and then takes a risk.
Jonathan Bailey lends his face to I Will and becomes, in the same move, Global Fragrance Ambassador for Giorgio Armani. He had already appeared for the house in the Emporio Armani eyewear campaign of fall 2024.
The film is directed by filmmaker Todd Field and closes on the line It's not about luck, it's about will. The story follows Bailey as an actor who falters on stage and then chooses to take a risk, searching for meaning as he prepares his next role in Los Angeles. This grounding in cinema is claimed by the brand, a longtime partner of the Venice Film Festival.