(Brace yourselves) Jonathan Bailey is entering yet another new era, both on screen and in the beauty world.
After a whirlwind year that included Jurassic World: Rebirth and Wicked, the Bridgerton star has become the face of Giorgio Armani Beauty’s newest men’s fragrance, I Will. The campaign marks the luxury house’s first new masculine scent in more than two decades, making Bailey the latest leading man to represent one of fashion’s most iconic brands.
The collaboration carries added weight because it was among the final creative projects personally approved by Giorgio Armani before his death in 2025.
For Bailey, accepting the campaign wasn’t simply another celebrity endorsement.
“Armani has been a cornerstone and constant for me in the last four or five years since Bridgerton came out,” Bailey told People. “I’ve always been completely enamored with Mr. Armani and his legacy.”
He added that knowing the fragrance had Armani’s personal approval made the decision easy.
“There was no way I was not going to accept this,” Bailey said. “I feel very proud to be helping launch this.”
A Fragrance Built Around Purpose
Directed by Oscar-nominated filmmaker Todd Field, the campaign leans into intention rather than chance. That message immediately resonated with Bailey.
“I think ‘I Will’ feels like a commitment to a future version of yourself and to growth,” he said. “It’s an important idea, at a time where I think everyone’s looking for focus and confidence and integrity.”
The fragrance itself reflects that mindset. Opening with bergamot and lavender before settling into smoky vanilla, patchouli and leather, the scent was designed to transition from day to evening while offering a richer interpretation of modern masculinity.
According to Armani Beauty, master perfumers Nathalie Lorson and Alberto Morillas spent four years developing the fragrance through more than 2,800 trials before landing on the final formula.
The Scent Reminds Bailey Of Home
While the fragrance introduces a new chapter for Armani Beauty, Bailey says it also unlocked memories from his own life.
“When it arrived, it was immediately nostalgic,” he told People. “Vanilla is something that always reminds me of home. It’s comforting, it’s warm.”
Each note carries a different association for the actor. Bergamot, he said, “feels like a kiss,” while the lavender transports him back to bike rides through the countryside near his home in southern England.
The leather base note, meanwhile, represents something more personal.
“That feels to me like the core of what masculinity is.”
Bailey also believes scent has a unique ability to connect people long after they’ve left a room.
“In this day and age, you want to be mindful of how you show up,” he told Esquire. “Intention, how you arrive and how you leave, is really important.”
He recalled his grandmother’s home smelling of rose talcum powder, a fragrance that still brings those childhood memories rushing back.
Style Should Tell A Story
Bailey’s approach to fashion follows the same philosophy.
Rather than chasing trends, he’s increasingly drawn to vintage clothing that carries history. He recently found several secondhand pieces, including well-worn Carhartt trousers and rugby shirts, that instantly became favorites.
For Bailey, clothing gains meaning through the people who’ve worn it before.
He shared one particularly emotional example from his early twenties while working in South Africa, where a makeup artist gifted him a vest that had belonged to her late uncle. The garment carried a powerful family history, reinforcing Bailey’s belief that fashion can preserve memories just as fragrance does.
“Clothes, like scents, can have a soul,” he said.
Confidence Starts With Comfort
Despite his polished red carpet appearances, Bailey says his everyday routine is surprisingly uncomplicated.
“Get sleep, drink water, SPF, and you’re sort of 90 percent there,” he joked.
Outside of press tours and film premieres, he prefers keeping things simple, adding that a favorite fragrance often finishes the job.
That relaxed mindset extends to his wardrobe as well.
“Comfort is not the enemy of elegance and fashion,” Bailey told People, explaining that wearing colorful, comfortable pieces gives him confidence. While he’s happy to experiment during major events, he believes style doesn’t need to feel overly serious.
“You want to be playful,” he said. “And a little surprise goes a long way.”
A Busy Year Ahead
The Armani campaign arrives before another packed stretch for Bailey.
The actor is set to star opposite Laura Dern in Monsanto, appear alongside Natalie Portman in the psychological thriller Pumping Black, and return to London’s West End in 2027 for a revival of Sunday in the Park with George.
For now, though, Bailey is embracing a role that blends fashion, storytelling and personal reflection, one that feels fitting for an actor whose biggest moments continue to arrive with intention rather than accident.
