Jonathan Bailey, celebrated for his roles in *Bridgerton* and *Wicked*, made a stunning debut as the new Martini Man in Milan. The event on Thursday evening saw the 38-year-old actor don a stylish charcoal-grey suit complemented by a collarless shirt that subtly showcased his chest. Completing his eye-catching appearance were dark sunglasses and an elegant gold watch, ensuring he turned heads as he celebrated this exciting new chapter in his career.
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This appearance signifies the beginning of Bailey’s long-term collaboration with the renowned Italian aperitivo brand, Martini. The actor expressed that his love for Italy made this partnership a natural choice. In an exclusive interview with *PEOPLE*, he stated, “My love for Italy knows no bounds—the food, the culture and the people—so it was a no-brainer. It’s my place of calm. I’ve been going there every year for the last 15 years and I cycle there every year. I grew up with Martini in the house and there’s nothing more sophisticated and sort of sexy than a Martini spritz.”
The launch event took place at the charming Palazzo Chiesa, an intimate venue where guests were treated to an exclusive first look at Bailey’s new campaign with Martini. This celebration served not only as his formal introduction as the Martini Man but also spotlighted the rich history associated with the role, a sense of legacy Bailey is keenly aware of.
Reflecting on his previous experience collaborating with Martini, Bailey shared, “So we celebrated the Martini spritz last summer and how you would go ‘off script.’ And then this year they’ve invited me to be The Martini Man. I know it’s a big and bold legacy, and I hope I do all the Martini men and all the Italian people proud.”
Bailey’s partnership with Martini includes an intriguing short film and a portrait series featuring the actor. In this campaign, he arrives at a stunning estate outside Venice in a vintage Martini racing car, embarking on a whimsical journey filled with playful rituals as he embraces his new title. “It just shows the creativity surrounding these campaigns, and to shoot in one of the most beautiful places on earth can’t be too hard,” he remarked. Bailey added that the campaign perfectly encapsulates what summer aperitivo should embody.
The memories that Bailey has accumulated through years of travel across Italy significantly inform his experience with the brand. He reminisced about cycling through the picturesque Tuscan hills or the beautiful Salento coastlines, where these moments were often accompanied by delightful gatherings of friends over a refreshing martini spritz. “Those memories you take with you with a martini spritz all around the world. That’s what I feel when I have a spritz,” he shared. “It immediately connects to that Italian elegance and it’s just relaxed. There’s no effort needed. I definitely start the night with a spritz, always.”
After the successful launch event, an exciting travelling aperitivo pop-up named Terrazza Martini is set to tour remarkable cities including Milan, Barcelona, Berlin, St. Tropez, Venice, and New York. This initiative aims to celebrate the world of Martini as it reaches even more fans globally, promising unique experiences reflective of the carefree elegance that the brand epitomises.
The collaboration underscores Bailey’s commitment to being a representative of Italian culture and style, aligning perfectly with the sophisticated image that Martini has cultivated over the years. As he embarks on this new path, his presence is anticipated to bring a fresh and modern touch to the iconic brand.
In transforming his passion for Italy and its culture into a professional partnership, Jonathan Bailey has established himself as a fitting ambassador for Martini. With charming charisma and a shared love for Italian lifestyle, he is poised to carve out a memorable legacy within the world of brand representation while continuing to enchant fans with his illustrious acting career.