Jonathan Bailey Unveils Armani Beauty’s ‘I Will’ Fragrance, Reflecting Giorgio Armani’s Legacy

Jonathan Bailey, the British actor known for roles in Bridgerton and Jurassic World: Rebirth, has been named the face of Armani Beauty’s new men’s fragrance, “I Will,” marking the brand’s first such release in over 20 years. The campaign officially launches today.

A ‘Naughty Cousin’ and a Lasting Gift

Bailey describes himself as a “naughty cousin” within the Armani family, a connection that deepened significantly in 2022 when he met Giorgio Armani himself. The fragrance, a richer, deeper take on masculine scent, features notes of bergamot, lavender, patchouli, vanilla, and leather, designed to appeal to a younger generation seeking versatile fragrances for both day and night.

The project holds particular significance as it was one of Mr. Armani’s final personal endeavors before his passing last fall. Bailey expressed profound gratitude, stating, “I feel entirely privileged…to be part of handing over Mr. Armani’s parting gift to us all, which is sophisticated masculinity that’s about confidence, curiosity, virility, sensuality.”

Looking Ahead

Bailey has a busy 2027 ahead, with upcoming roles in the legal drama Monsanto and the psychological thriller Pumping Black, alongside a West End revival of Sunday in the Park with George. He emphasizes the importance of intention and scent, recalling his grandmother’s use of rose talcum powder as a powerful memory trigger.

“In this day and age, you want to be mindful of how you show up. Intention—how you arrive and how you leave—is really important. And I think nothing says that more than a scent,” Bailey stated. He maintains a relaxed grooming routine, prioritizing sleep, hydration, and SPF, often relying on a signature scent to complete his look.