Giorgio Armani I Will Launches in Venice With Jonathan Bailey

Giorgio Armani I Will Eau de Parfum was the focus of Armani Beauty’s Venice night on September 5, with Jonathan Bailey at the Venice Venice Hotel for the first screening of the fragrance campaign directed by Todd Field. Dinner followed on the Grand Canal, before the evening turned into a late-night party.

I Will is Armani Beauty’s new men’s fragrance, created by Alberto Morillas and Nathalie Lorson after more than four years of development. Calabrian bergamot, lavender and violet leaf give way to Madagascar vanilla absolute, patchouli and a wood-leather accord, with vanilla running through the composition rather than sitting quietly in the base.

Jonathan Bailey Fronts the I Will Campaign

Jonathan Bailey stars in the I Will campaign directed by Todd Field, the filmmaker behind Tár. Shot around the idea of personal conviction,

Bailey is the global face of I Will, while Luca Argentero, J Balvin and Carlos Sainz represent the fragrance in selected markets.

The I Will presentation came two nights after Armani Beauty gathered its ambassadors and friends for a dinner in Venice on September 3.

Kendall Jenner, Sydney Sweeney, Vittoria Ceretti, Jonathan Bailey, Nicholas Galitzine, J Balvin, Matilda De Angelis and Madisin Rian were among the guests.

Sydney Sweeney chose a gunmetal sequined Giorgio Armani Fall/Winter 2000 gown, while Kendall Jenner wore a gold embroidered Armani dress dating to 1995. Vittoria Ceretti, Armani Beauty’s Global Makeup Ambassador, arrived in Armani Privé.

On September 5, attention turned to I Will. Bailey joined Armani Beauty at Venice Venice Hotel for the first screening of Todd Field’s campaign, followed by dinner and the party along the Grand Canal.

Giorgio Armani I Will, The Eau de Parfum

Perfumers Alberto Morillas and Nathalie Lorson spent four years developing I Will, working through more than 3,000 trials to find the right balance between freshness, sensuality and depth. Lavender and Calabrian bergamot shape the aromatic opening, before an unusually high concentration of vanilla draws the fragrance into warmer territory. Rather than treating vanilla as something overtly sweet, the composition pairs it with Woodleather, a specially developed ingredient that reworks the traditional leather accord.

Lorson describes the aim as creating projection, a distinctive signature, and lasting memorability. The result is a fragrance crafted around contrast: aromatic freshness against darker leather, sensuality without softness, and enough audacity to make I Will immediately recognizable.

The amber-colored fragrance sits inside a rectangular glass bottle with softly rounded edges, shaded black toward the top and finished with a brushed-metal cap.

Will Comes to Milan for Milano Beauty Week

After Venice, Giorgio Armani Beauty brings I Will to Rinascente Milano Piazza Duomo from September 16 to 20, coinciding with Milano Beauty Week. The fragrance will take over the department store’s windows, façade, and several interior spaces, giving you another chance to see the campaign and try I Will in Milan.

Discover more: Venice Biennale Arte 2026: Your Essential VIP Guide · San Clemente Palace Venice: The Art Sanctuary During Biennale