Twenty years. That's how long it has been since Giorgio Armani's last great men's pillar. With I Will, the Italian house delivers an oriental woody composed by two legends of perfumery, fronted by Jonathan Bailey — and the bottle has already landed at Olara, ahead of its official September launch.
1Twenty years on: why I Will is an event
For two decades, Armani's masculine perfumery lived on its icons — Acqua di Giò first among them, endlessly declined but never replaced. I Will is therefore the house's first new men's pillar in 20 years: four years of development and no fewer than 2,800 trials before the final formula. The official launch is set for September 2026… but the bottle is already available at Olara, alongside the full Armani collection.
2The pyramid: bergamot, lavender, vanilla-leather
I Will is an oriental woody signed by two monuments of perfumery: Nathalie Lorson, co-creator of Black Opium, and Alberto Morillas, the nose behind CK One… and the original Acqua di Giò. The opening snaps with bergamot and cardamom; the heart dares a lavender–violet leaf accord, both barbershop and green; the base wraps everything in Madagascan vanilla, leather and woods. A warm, precise trail built to last.
Did you know?
Alberto Morillas, co-signer of I Will, is also the creator of the original 1996 Acqua di Giò — one of the best-selling men's fragrances of all time. Thirty years later, the very same nose opens Armani's new masculine chapter: the circle is complete.
3Jonathan Bailey, face of a film by Todd Field
To embody I Will, the house chose Jonathan Bailey — the British actor who rose to fame with Bridgerton and starred in Wicked and Jurassic World Rebirth — praised by the brand for his “distinctive balance of charisma, discipline and authenticity”. The campaign film is directed by Todd Field, the filmmaker behind Tár: Bailey plays an actor in Los Angeles searching for meaning before his next role. A campaign that feels more cinema than advertising — true to the fragrance's spirit.
4Who is it for, and how to wear it?
If you love the marine freshness of Acqua di Giò, I Will plays an entirely different score: dressier and warmer, it is built for evenings and the cooler season, when the vanilla and leather bloom fully on a coat or a scarf. Two sizes are available at Olara: 60 ml and 100 ml. Find it among our men's eaux de parfum and explore the rest of our men's fragrances.
Your questions, answered
What is the new Armani men's fragrance for 2026?
I Will, an oriental woody eau de parfum — Giorgio Armani's first new men's pillar in 20 years. Official launch in September 2026, but it is already available at Olara, in limited stock.
Who is the face of Armani I Will?
Jonathan Bailey, the British actor from Bridgerton, Wicked and Jurassic World Rebirth. The campaign film, shot in Los Angeles, is directed by Todd Field, the filmmaker behind Tár.
What does Armani I Will smell like?
An oriental woody: a fresh bergamot-cardamom opening, a lavender and violet leaf heart, and a base of Madagascan vanilla, leather and woods. Warmer and dressier than Acqua di Giò, less sugary than a gourmand — a true character fragrance.
Does I Will replace Acqua di Giò or Armani Code?
No — the icons carry on. I Will is a fully-fledged pillar enriching Armani's masculine perfumery: its first brand-new olfactory territory in 20 years.
