British actor Jonathan Bailey describes himself as a “naughty little cousin” to the Armani family, a relationship that has evolved from walking in an Emporio Armani eyewear campaign to becoming the global face of the brand’s newest male fragrance, 'I Will.' For the launch event held at 180 Studios in London, Bailey hosted guests while wearing a white dinner jacket over a black tee, a look he described as a relaxed vibe compared to the day-and-a-half of emotional preparation he jokingly claims his red carpet appearances require.
This partnership matters because it represents a deepening commitment between the actor and the house of Giorgio Armani. Bailey notes that the designer’s legacy of elegance, craftsmanship, and authenticity has shaped generations, and he expresses immense pride in carrying forward that vision. For Bailey, fragrance is a non-negotiable part of his routine, as he admits to feeling “naked and slightly vulnerable” without a scent.
According to British GQ, the 'I Will' fragrance features bold notes of smoky vanilla and woody leather, themes that reflect the brand's focus on individuals taking control of their future. The launch celebration included a scent bar for guests to discover the product and an ambition booth where attendees could record their future dreams. The evening concluded with a bespoke drone display over Hyde Park that illuminated the London skyline with messages centered on the theme of perseverance.
Beyond his professional commitments, Bailey continues to find joy in everyday comforts. He recently discovered a passion for wearing nightshirts, which he describes as a unique sense of freedom, and maintains a grounded approach to his personal style, often opting for items inherited or already present in his wardrobe.