Stronger With You

In 2017, the house of Armani decided to name these two new fragrances Because It's You for women and Stronger With You for men. For once, let's start with the men and take a closer look at the men's version of this new duo.

The values conveyed by Emporio Armani

The house of Armani has conveyed a certain image of Italian elegance for several decades. Its products are all highly refined. Nevertheless, some of its lines, such as Emporio Armani, aim to be younger and more casual. Emporio Armani spans both the world of fashion and that of perfumery. Its first fragrance duo appeared in 1998. Since that day, feminine and masculine fragrances have regularly come together to form iconic couples within this collection. Once again, Stronger With You and Because It's You seem to have been created to deliver a modern vision of love and feelings. The house of Armani explains that Emporio is a brand that speaks the language of the present, and this fragrance project captures two essential aspects of our time: on one hand, the return to true and primal feelings — in this case, love — and on the other, the increasingly close proximity between men and women, while respecting their respective identities and individuality.

The new formula of Stronger With You

To highlight these values in the form of a fragrance, the house of Armani called on perfumer Cécile Matton. She chose to rework a very classic theme in men's perfumery: the fougère. This type of fragrance showcases aromatic flavors such as sage and cardamom. Indeed, both ingredients are present at the heart of Stronger With You. They are first accompanied by the vegetal, powdery elegance of violet leaves. Pink pepper, for its part, underscores the impertinence of the Armani man through its spicy facets. Nevertheless, Stronger With You gradually softens and plays on contrasts, ending with a base of chestnut and vanilla.

Emporio Armani's prestigious faces of the campaign

Finally, for the visuals of this new fragrance, the Armani brand called on a French producer and director named Fabien Constant. He directed a series of three video clips featuring Armani's two new faces of the campaign: Italian actress and model Matilda Lutz was tasked with embodying the feminine side of Because It's You, while the nonchalant good looks of James Jagger, son of Jerry Hall and Mick Jagger, represented all the masculinity of Stronger With You.