Jonathan Bailey is the new face of Giorgio Armani's "I Will," the fashion house's first entirely new men's fragrance in more than 20 years. The launch carries particular significance because "I Will" was among the final projects personally overseen by Giorgio Armani before the legendary Italian designer's death in September 2025. The actor said he felt "very proud" to help launch a fragrance that received Armani's final creative approval. Inside Giorgio Armani's 'I Will' FragranceCreated by master perfumers Nathalie Lorson and Alberto Morillas, "I Will" took more than four years and 2,800 trials to develop. Bailey is helping introduce a major new fragrance at a transitional moment for the house while carrying forward a project that Giorgio Armani himself helped shape.