Sì

Far more than a simple declaration of love to womankind, Sì by Armani spreads the magnificent soft and sensual images of its face toward our senses drawn in by this complex and powerful fragrance, the daring blend of a retro chypre charm with fruity and gourmand modernity...

Yes to a new wind of elegance and Italian refinement

Sì by Giorgio Armani is an ode to femininity. Armani states that this new fragrance, Sì, is a tribute to modern femininity, an irresistible combination of grace, strength and independence of spirit.

A face had to be found equal to all these feminine qualities and their charming, singular contrasts. Cate Blanchett, an actress known for her sometimes daring roles and her relatively free career choices despite her fame, was chosen for her beauty, grace and freedom of being to embody Sì. Already closely tied to the house of Armani, Cate Blanchett inspired the very first campaign of visuals and spots toward strong, aesthetic images that highlight her natural, distinguished beauty while opening the doors to a refined and chic world.

Of course, beyond the actress's charismatic personality, the advertisement for Sì, like its visuals, foregrounds a philosophy of life in which emotions take precedence over superficiality, where feelings hold the greatest weight. Clearly, the untranslated Italian voice offers a few exotic touches of dolce vita and a fashion that is somewhat retro Italian, yet the message rings out: Sì to strength, to dreams, to emotion, to freedom... The concept is powerful because Sì speaks to every woman who recognizes herself in this declaration of independence.

Sì, a fragrance of many faces, a tribute to universal and timeless femininity

Sì is an ode to freedom and to multiple choices, and so its bottle, like its juice, needed to powerfully convey a controlled and elegant femininity. The packaging of Sì takes the form of a fairly sober square bottle that nevertheless remains particularly elegant through its many facets and mirrored surfaces. For Armani, elegance lies in the details: the black cap, a bold choice yet still a nod to the color traditionally tied to chic, and of course the two gold rings, the precious and noble material of absolute femininity.

In the image of this woman of many talents, a fragrance of many faces had to be created. Sì is the bold, structured blend of traditional chypre fragrances mixed with modern, even original notes, a first. The top notes of freesia and blackcurrant evoke distinguished, ripe fruit while remaining sweet. Then delicate rose heart notes blend perfectly with powerful patchoulis, opening onto gourmand, woody base notes of blond wood, ambergris (orcanox) and vanilla.

Sì is therefore a deep and sensual fragrance in which floral notes, amber notes, fruity notes and gourmand notes mingle with elegance and originality, as though to better pay tribute to every facet of a woman's personality, to the women whom the great couturier wished to honor with this beautiful fragrance.