IT’S NOT ABOUT LUCK,
IT’S ABOUT WILL
I WILL, the new Giorgio Armani masculine fragrance, is a testament to unwavering resolve that ignites inner confidence and leaves an intense, magnetic trail of rich, dark vanilla that is at once addictive as it is enduring. Inspired by Giorgio Armani’s legacy of relentless determination
to realize his vision of style, I WILL is designed for men who move forward with confidence and with resolute willpower to shape their own future. The I WILL campaign, featuring British actor Jonathan Bailey, is directed by six-time Academy Award-nominated filmmaker Todd Fields. The new campaign film is a tribute to cinema and mirrors Bailey’s own hard-won ascent: a story of success that is not about luck, but about sheer willpower and a deep personal commitment to selfexcellence. A fresh new take on masculinity: self-made achievement that is as authentic and personal as it is relentless, where the only enduring legacy is the one you have the will to build for yourself.
