LONDON: Jonathan Bailey is stepping into a new spotlight as the face of Giorgio Armani’s latest men’s fragrance, “I Will”, launching Aug. 10, while the actor celebrates a career milestone filled with major film roles, fashion projects and a return to the theater stage.
The campaign marks Armani’s first new men’s fragrance in more than two decades and holds special meaning because it was among the final creative projects personally approved by the late fashion designer Giorgio Armani before his death in 2025.
Jonathan Bailey is the new Global Fragrance ambassador for Giorgio Armani. pic.twitter.com/D4XZpbBy6D
— Film Crave (@_filmcrave) August 6, 2026
Bailey said working with Armani was a significant honor, describing the fashion house as an important part of his career over the past several years. He said he admired Armani’s creativity and legacy and felt proud to represent one of the designer’s final projects.
Directed by Academy Award nominee Todd Field, the campaign focuses on determination, confidence and personal growth rather than luck. Bailey said the fragrance name, I Will, represents commitment toward becoming a better version of yourself.
View this post on Instagram
The actor said the scent immediately reminded him of home because of its warm vanilla notes. He described the fragrance as comforting and familiar, while also highlighting other elements such as bergamot, lavender and leather.
Bailey holds the reigning pop culture spotlight as People‘s Sexiest Man Alive, fueled by his major roles in Wicked and Jurassic World Rebirth.
Bailey said the bergamot note gives the fragrance a fresh feeling, while lavender reminds him of cycling through fields near his childhood home in southern England. He added that the leather scent represents strength and lasting confidence.
Beyond fragrance and fashion, Bailey continues to expand his acting career. He is preparing for upcoming films including Monsanto with Laura Dern and Pumping Black with Natalie Portman. He will also return to the London stage in 2027 for Sunday in the Park with George.
Bailey said he is excited to return to the same theater where he began performing as a child, calling the opportunity a meaningful connection to his early career.
When it comes to personal style, Bailey believes confidence comes from comfort. He said fashion should allow people to express themselves while feeling relaxed and confident.
