Jonathan Bailey becomes face of Giorgio Armani's first new men's fragrance in over 20 years

Jonathan Bailey has landed another major fashion campaign, becoming the face of Giorgio Armani Beauty's newest men's fragrance, I Will — the brand's first completely new masculine scent in more than two decades.

The Bridgerton star described the partnership as a proud milestone in his career, revealing that fragrance has always played an important role in both his personal life and his approach to acting. "I feel very proud," Bailey said, noting that the campaign carries extra significance as it was one of the final projects personally overseen by the late Giorgio Armani before his death in 2025.

Created by master perfumers Nathalie Lorson and Alberto Morillas, I Will took more than four years and 2,800 trials to perfect. The oriental woody fragrance blends bergamot, lavender and leather with Madagascan vanilla, while its refillable bottle fades from matte black into transparent glass to reflect the contrast between strength and vulnerability.

The fragrance launches on August 10, as Bailey continues a remarkable run that has seen him become one of Hollywood's most in-demand stars. Alongside his screen projects, the actor has said he plans to return to the stage in 2027 with Sunday in the Park with George, while continuing his work with The Shameless Fund.