I WILL, the new men’s fragrance from Giorgio Armani, expresses the unwavering determination that fuels self-confidence. It is an intense, magnetic scent that becomes instantly addictive with its distinctive, lingering trail of rich, dark vanilla.
I WILL draws inspiration from Giorgio Armani’s legendary drive—the very quality that has propelled his visionary style to monumental success worldwide. The fragrance speaks to men who pursue their path with confidence and purpose, shaping the future according to their own will.
The I WILL campaign, featuring British actor Jonathan Bailey, was directed by six-time Oscar nominee Todd Field. The film is a cinematic tribute that mirrors Bailey’s own hard-won rise to success—a story defined not by luck, but by sheer willpower and an unwavering commitment to excellence. I WILL embodies a new perspective on masculinity: success achieved through one’s own efforts—authentic, personal, and unstoppable. It represents achievements whose lasting legacy lies in the fact that they were earned entirely through willpower, rather than chance.
I WILL was composed by master perfumers Nathalie Lorson and Alberto Morillas, offering a fresh interpretation of men’s fragrance: for the first time, it plays with the contrasts between powerful, smoky vanilla and the intensity of refined woody-leather notes. Driven by an exemplary pursuit of excellence, the fragrance was developed over four years through more than 2,800 trials—executed with the „precision of a jeweler,“ as Lorson puts it.
I WILL is designed for both day and evening wear. This exceptionally long-lasting fragrance exudes powerful self-confidence and plays skillfully with contrasts: the smoky sensuality of Madagascar vanilla absolute meets refined woody-leather notes, embodying a completely new, powerfully masculine interpretation of vanilla.
The top note unfolds with a radiant freshness that exudes a striking presence. Zesty Calabrian bergamot blends with fresh, aromatic lavender, while a violet leaf accord lends the opening a captivating, radiant aura.
The heart note modulates the overall mood through radical contrasts: raw power meets refined elegance. Sensually warm Madagascar vanilla absolute—stripped of its traditional feminine sweetness and gourmand facets—meets the woody-leathery notes of Woodleather®. This revolutionary molecule redefines masculine sensuality with magnetic depth, power, and staying power. It amplifies the captivating depth of the vanilla absolute, radiating a warm, powerful sensuality. The result is as masterful as it is impressive, leaving an unforgettable impression of charismatic presence. The base note exudes the distinctive woodiness resulting from a combination of two patchouli varieties: dark, mossy patchouli from Ladongi (Indonesia) provides an earthy foundation, while aromatic, herbal patchouli essence from Guatemala adds a finely nuanced, masculine note.
The development of I WILL represented a groundbreaking approach in the world of perfumery. In this era of „scentmaxxing“—where there is a demand for exceptionally intense, long-lasting fragrances with a distinctive aura—Nathalie Lorson and Alberto Morillas employed a pioneering technology for the first time: dsm-firmenich’s exclusive 4D tool for the comprehensive, scientific performance evaluation of perfumes. This high-tech innovation enables perfumers to evaluate all four dimensions of fragrance performance across space and time, allowing them to specifically optimize olfactory parameters such as radiance and the duration of the trail. „While Vanilla and Woodleather® have exceptional staying power on the skin, their projection within a room was not yet at the same level,“ explains Lorson. She notes that this technology provides the precise parameters required to maximize not only the fragrance’s longevity but also its intensity within a space. Through this multi-stage process, the perfumers perfected the fragrance’s effect from the initial impression to the drydown, creating a scent that not only unfolds impressively on the skin but also leaves behind an unforgettable, enduring signature.
The bottle is designed as an elegant rectangle with a gently curved base. The upper section—finished in a matte, frosted black that reflects the fragrance’s mysterious, darker notes—transitions into radiant, crystal-clear glass at the base. The design is further defined by a brushed-metal cap and striking, minimalist typography—a tribute to masculine strength of will and determination. In line with Giorgio Armani’s commitment to the environment, all sizes of I WILL are easily refillable, transforming the distinctive bottle into a design statement built to last.
