PARIS – Armani Code, the boys’s perfume franchise launched 18 years in the past, is getting a brand new face – Regé-Jean Page – a brand new look and a brand new fragrance.
The British actor will seem within the marketing campaign, directed by Manu Cossu and shot by Damon Baker, which breaks in September.
“Regé-Jean Page interprets and explores the nuances of a delicate, profound masculinity that’s not ostentatious or showy,” Giorgio Armani mentioned. “He authentically and spontaneously represents the cultural richness and vitality of this second in time.”
Page – whose breakout function was because the Duke of Hastings within the first season the Netflix collection “Bridgerton,” in December 2020 – stars within the Armani Code spot, the place every part strikes backward. People stroll the flawed method round, clock palms circle counterclockwise and basketball gamers propel in reverse.
Yet, Page strikes ahead strolling, then working, by streets, till he encounters a girl. They gaze intently at one another, there’s a glimpse of the Armani Code Parfum bottle, then the world is about on the best course once more.
When Page was contacted concerning the venture, he puzzled how a scent-related dialogue would unfurl.
“But they spoke so passionately and so creatively about how they wished to deconstruct the perfume and reimagine it,” Page mentioned. “They wished to discover the themes of masculinity and progress, what Code and rewriting a code meant to them, how they might tie that into their very own view of development. I’d by no means spoken so in-depth a couple of perfume earlier than, however immediately all this got here to life as a result of I had the privilege of talking to individuals who felt very passionately about this.”
Page defined he realized: “There’s a complete world to discover right here, and I had no concept it had existed earlier than. So, I used to be very eager to get entangled after that.”
The actor talked of the Armani model’s iconic model. Page was conscious that the movie {industry}, Armani’s fashions have had an enormous presence in movies reminiscent of “The Untouchables,” “Goodfellas” and “Batman.”
“If you consider the best, most iconic males on display and in tradition, then you definately’re already excited about Armani,” mentioned Page, who added it’s a thrill to be concerned in that legacy and assist carry it ahead.
Scent, he defined, is an integral a part of everybody’s life. “Fragrance is so intimate,” mentioned Page. “It’s so tied up with our most intimate feelings and reminiscences.”
Armani Code Parfum
Courtesy of Giorgio Armani fragrances and wonder
The marketing campaign was shot in Buenos Aires, Argentina – one of the crucial lovely locations Page had ever visited – and set to the soundtrack “A$AP Forever ft. Moby” by A$AP Rocky. Page sprinted round for 3 days straight.
“But it appears so easy,” he mused of his character within the marketing campaign.
At one level, Baker was on the again of a jeep photographing Page as he ran and for enjoyable, the automobile saved choosing up velocity to check the actor’s tempo.
“I’m proud to say they by no means really outpaced me,” mentioned Page.
Codes of all types, he mentioned, are consistently being rewritten and are in a state of flux.
“The cause you retain downloading the IOS in your laptop computer is as a result of the code must be updated as a way to operate,” he continued, including that’s ditto for masculinity.
“That’s the identical for all folks,” he mentioned. “You have to pay attention to one another. You must be self-aware and prepared to pay attention, change, develop and adapt to be the most effective, strongest model of your self – most in a position to join with the world round you.”
Armani Code is present process greater than a revamping, in line with Véronique Gautier, world president of Giorgio Armani fragrances and wonder at L’Oréal, the model’s licensee.
“It’s a very new story [of masculinity],” she mentioned. “It’s a part of the DNA of the designer, who is understood to synthesize the temper of the instances, projecting to the longer term. So we wish to rewrite the codes.”
In the marketing campaign, the connection between two folks places the world again so as. “It’s a narrative of progress,” mentioned Gautier.
She calls Page, whose upcoming movies embrace “The Gray Man” and “Dungeons and Dragons,” “fashionable,” with a imaginative and prescient of masculinity mixing softness and power.
That echoes the traits of Armani Code, which Givaudan perfumer Antoine Maisondieu created initially.
“He did a juice that might be categorized as female,” mentioned Gautier.
For the parfum, he infused the unique Armani Code’s woody, fragrant signature with iris notes.
Iris from Morocco is mixed with aldehydes of iris. Vert de bergamot and bergamot coronary heart come from Calabria, Italy. Clary sage is sourced from Provence, in France, whereas within the base is tonka bean absolute from Brazil and cedar wooden coronary heart from Virginia. There are each pure, sustainably sourced and artificial components.
The new eco-conceived, refillable bottle is stuffed with contrasts, too. It’s black, with some transparency. The flacon has sq. and rounded shapes.
The Armani Code eau de parfum and eau de toilette will finally come housed in the identical bottle because the parfum.
With the arrival of Armani Code Parfum, the franchise will soar into the Metaverse for the primary time with a recreation in Fortnite, beginning in September. It has as its objective to show the world again to order.
L’Oréal executives wouldn’t talk about projections, however {industry} sources estimate the Parfum will drive the franchise’s gross sales up 20 p.c, so it enters the highest 10 around the globe.
Armani Code Parfum is to be launched as a preview direct-to-consumer in August, previous to a full retail rollout on the finish of that month and in early September.
For extra, see:
Emporio Armani Men’s Spring 2023
Armani/Silos Stages Exhibition With Magnum Photos
Giorgio Armani’s Enduring Passion for Sailing and Designing Yachts
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