Inspired by Giorgio Armani’s own personal love story, the designer launches two new Emporio fragrances, for him and for her…

In 1966, Giorgio Armani met the love of his life, Sergio Galeotti, and as partners the two launched the Giorgio Armani business empire, together. Although Galeotti passed away in 1985, their love story lives on and is the basis of Armani’s new Emporio Armani Eau de Parfums Because It’s You, for her, and Stronger with You, for him.

The fragrance names read rather like vows – two people committing to one another, sealed with layers of rings on the bottle cap, the same ring design that Armani himself wears still to this day.

The campaign for the fragrance includes a love story filmed by Fabien Constant and starring James Jagger as Paul and Matilda Lutz as Laura, two young and independent individuals who find each other and together dare to question their limits.

James Jagger, son of Mick Jagger and Jerry Hall, is a veteran of the Martin Scorsese musical TV series, Vinyl. He’s also an advocate of clean oceans and healthy reefs through his work with Project 0. Just like Jagger himself, Paul is a man who is very much coming into his own and rising to a positive elevation in life. The fragrance juice seems to echo the modern sensitivity and sensual attitude, with spicy notes of cardamom, pink peppercorn, and violet leaves, along with sage at its heart, followed by seductive, vanilla-jungle-essence accords, and was created by perfumer Cécile Matton of Mane.

Laura is fiercely free-spirited, a natural beauty who exudes a sense of carefree happiness. This character, who embraces life and is open to what love may bring, is played by the bi-lingual Matilda Lutz, who was born to an Italian mother and an American father. As an up-and-coming starlet, she met Giorgio Armani at the 2016 Venice Film Festival, where her first film, Summertime, was premiering. As it turned out, her father had walked the runways for the designer many years back. Her husky and carnal voice, strength, and vivaciousness are all depicted well in this sparkling and irresistible scent by the celebrated nose Anne Flipo of I.F.F. Defiantly passionate and feminine, it includes seductive vanilla musk, neroli, and rose absolute.

A series of films round out the campaign – watch them below:

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