Jonathan Bailey is the new face of Giorgio Armani's "I Will," the fashion house's first entirely new men's fragrance in more than 20 years.
The "Bridgerton" and "Wicked" star fronts the fragrance's global campaign, directed by filmmaker Todd Field, marking the latest chapter in Bailey's relationship with Armani after previously appearing in the brand's Fall 2024 eyewear campaign.
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The launch carries particular significance because "I Will" was among the final projects personally overseen by Giorgio Armani before the legendary Italian designer's death in September 2025.
"Armani has been a cornerstone and constant for me in the last four or five years since Bridgerton came out," Bailey told People. The actor said he felt "very proud" to help launch a fragrance that received Armani's final creative approval.
Inside Giorgio Armani's 'I Will' Fragrance
Created by master perfumers Nathalie Lorson and Alberto Morillas, "I Will" took more than four years and 2,800 trials to develop.
The fragrance combines bergamot and lavender with smoky vanilla and woody leather, creating a contrast between freshness and warmth. Bailey has described the vanilla as nostalgic and comforting, while the lavender reminded him of the fields near his home in southern England.
The bottle follows a similarly restrained design philosophy, transitioning from matte black to transparent glass. It is also refillable, bringing a contemporary element to the house's understated aesthetic.
For Bailey, however, the fragrance's name carries meaning beyond the scent itself. He has described "I Will" as an expression of intention, commitment and personal growth — ideas that also shape the campaign.
Directed by Academy Award-nominated filmmaker Todd Field, the accompanying visuals focus on quiet determination rather than spectacle, presenting masculinity through confidence, purpose and vulnerability.
Jonathan Bailey's Growing Relationship With Armani
Bailey's appointment builds on an established relationship with the Italian fashion house.
His connection with Armani has grown alongside his rise from "Bridgerton" breakout to international star, including appearances in "Wicked" and "Jurassic World Rebirth." He was also named People's Sexiest Man Alive in 2025.
But the "I Will" campaign represents something more lasting than another celebrity endorsement. Bailey is helping introduce a major new fragrance at a transitional moment for the house while carrying forward a project that Giorgio Armani himself helped shape.
That connection gives the campaign an added sense of legacy: one of the designer's final creative projects is being introduced by an actor who has repeatedly spoken about his admiration for Armani's approach to elegance.
"I Will" launches in the United States on Aug. 10.
