Overview
- Armani used its ninth consecutive year as Official Beauty Sponsor at the Venice Film Festival to stage the launch of I WILL Eau de Parfum, including a private screening of the campaign film directed by Todd Field.
- Carlos Sainz Jr. was publicly announced as Giorgio Armani Spain’s fragrance ambassador for I WILL and appeared on the Venice red carpet wearing Giorgio Armani Made to Measure with his partner Rebecca Donaldson.
- At the festival Sainz said he always packs the I WILL fragrance and confirmed he was wearing Armani during on-site interviews, linking his public image as a racer to a lifestyle role.
- The announcement comes as Sainz returns to racing for Williams at the Italian Grand Prix, where he sits 16th in the drivers’ standings and his team ranks ninth in the constructors’ standings after struggling with an overweight car.
- Armani’s activation highlights a wider strategy of recruiting figures from film, music and sport to broaden fragrance appeal, a trend that could raise athletes’ off-track commercial profiles and shift how luxury brands reach new audiences.