Giorgio Armani Taps J Balvin to Be Fragrance Ambassador

Giorgio Armani has named J Balvin its newest U.S. Fragrance Ambassador, tapping the reggaeton singer to front its newest scent, “I WILL” Eau de Parfum. The partnership leans on Balvin’s own story, as he’s an artist known for reshaping global music while staying rooted in his Colombian identity, a duality Armani says mirrors the fragrance’s message of determination and inner strength.

“‘I WILL’ is not just a phrase; it’s a promise you make to yourself,” Balvin says in a press release. “Everything in my life began by believing that something was possible and then having the determination to make it happen. I have always admired Giorgio Armani for the confidence, elegance and timeless creativity the brand exudes, so it is an honor to represent a fragrance with a message that feels so personal to me.”

Created by perfumers Alberto Morillas and Nathalie Lorson, “I WILL” is Armani’s first dark vanilla fragrance, pairing a smoky vanilla base with woody leather notes for a scent the brand calls “addictive, sensual and enduring.” The bottle mirrors the same duality of its scent profile, boasting a matte-frosted black shoulder that fades into a transparent base.

The “I WILL” Eau de Parfum retails for $170 USD and is available for purchase on the brand’s website.