Jonathan Bailey, acclaimed actor and recently named People’s Sexiest Man Alive, is stepping into a new role as the face of Giorgio Armani’s first men’s fragrance in over two decades, titled “I Will.” This exciting campaign, launching on August 10, marks a significant moment not only for Bailey but also for the iconic fashion house, as it represents one of the final projects that Giorgio Armani personally contributed to before his death in September 2025.
:max_bytes(150000):strip_icc():format(jpeg)/jonathan-bailey-armani-beauty-080526-f87044a0e5324bb8bd8c7f7500eef799.jpg)
Recognising the weight of the collaboration, Bailey expressed his admiration for Armani’s legacy. He stated, “Armani has been a cornerstone and constant for me in the last four or five years since Bridgerton came out. I’ve always been completely enamoured with Mr. Armani and his legacy.” The opportunity to participate in such a pivotal campaign was one he could not refuse, feeling a deep sense of pride in introducing this fragrance to the world.
Directed by acclaimed filmmaker Todd Field, the campaign is built around themes of quiet determination and intention, which resonated strongly with Bailey. “I think it’s about intention, being patient, and specific,” he reflected on the fragrance’s name. “I Will” embodies a promise to pursue personal growth and maintain focus during times when confidence and integrity are sought after in society.
Bailey described the fragrance experience as one filled with nostalgia. He revealed, “When it arrived, it was immediately nostalgic. Vanilla is something that always reminds me of home. It’s comforting, it’s warm.” Each note in the scent conjures memories for Bailey, from the bergamot, which he likened to “a kiss,” to the lavender that evokes images of his cycling trips through lavender fields in southern England. The combination of leather undertones, which he associates with masculinity, rounds out what he finds to be an enduring aroma.
Crafted over an extensive period of four years, master perfumers Nathalie Lorson and Alberto Morillas have meticulously created “I Will,” fusing smoky vanilla with woody leather to offer a contemporary interpretation of masculine fragrance. The elegant bottle, which transitions from matte black to clear glass, visually encapsulates the contrasting elements of the scent within.
Stepping beyond the realm of fragrance, Bailey spoke candidly about his personal philosophy on style. He asserted that comfort should not be sacrificed for elegance, asserting, “Comfort is not the enemy of elegance and fashion.” He embraces “colour and comfort,” which provide him with the confidence to express himself freely, especially on the red carpet where he enjoys taking creative risks.
Amid his busy schedule, Bailey maintains an uncomplicated self-care routine. “As much water as you can drink, and loads of sleep and SPF,” he advised, reflecting on the three pillars that constitute 90% of his skincare regimen. He also emphasised the importance of outdoor activity, often joined by his cockapoo, Benson. Laughing, he shared, “He’s getting old and a bit grumpy… but when you go for a jog, he’s still there.”
As for what lies ahead, Bailey’s excitement is palpable as he prepares for a theatrical return. He will be gracing the stage in 2027 with a performance in “Sunday in the Park with George,” at the very venue where his journey in acting began at the tender age of six.
Reflecting on the significance of his current campaign, he mentioned how the fragrance’s themes resonate during such a transformative time. “I think that is what this whole campaign and this fragrance really speaks to: The journey, the evolution,” he concluded.
With “I Will” set to launch on August 10, Bailey invites the public to embark on a personal exploration through scent, matching his own artistic growth in a landscape that continuously evolves. As he balances his burgeoning film career and theatrical ambitions, it is clear that Jonathan Bailey is a multifaceted talent poised to leave a mark across various mediums in the years to come.