Giorgio Armani Debuts New Sì Passione Fragrance Campaign

Giorgio Armani has debuted the new campaign images for its latest fragrance, Sì Passione – and they are red-hot! Models Adwoa Aboah and Sara Sampaio join existing celeb ambassador, actress Cate Blanchett, in the second editorial series for the perfume.

“Feminine, powerful, but always elegant, the Armani women just know who they are,” Sara shared in a statement about working with the brand. “This is very inspiring for me.”

This daring new fragrance was first unveiled at the end of 2017, but variants have been rolling out across Europe throughout the beginning of 2018. Further US distribution is expected for August 2018.

“A powerful reinvention of the signature Armani fragrance, Sì Passione adds a new dimension to Giorgio Armani’s feminine fragrance personality – in his own words, ‘an irresistible combination of grace, strength and independent spirit,'” the brand shared about the launch. “An intense, uncompromising scent for a confident woman who dares to say yes.”

If you’re thinking that this product packaging looks a lot like a red lacquered nail polish or bright lipstick hue, you’re on to the brand’s intentions.

“The red lip effect in a bottle [which took over a hundred tests to get right], Sì Passione is a bright and sensual perfume that emits confidence, seduction, and strength. Bright and fresh in its initial impression, Sì Passione opens with notes of spicy pink pepper, like a burst of adrenaline,” the brand added.

Giorgio Armani Sì Passione

“After initially drawing attention, sparkling and radiant pear brightens the iconic juicy blackcurrant to add boldness. A floral heart beats passionately with rose and feminine jasmine to create a powerful scent, like a seemingly fragile woman who shows incredible strength when guided by passion,” Armani continued. “The addition of heliotrope makes this perfume addictive and acts as an invitation to self-indulgence and pleasure. The warm and sensual vanilla and cedarwood dry down mirrors the self-assurance that a swipe of red lipstick can instantly give the wearer.”

It’s certainly a beauty maven’s dream inspiration!

Giorgio Armani Sì Passione

You can now shop the Giorgio Armani Sí Passione fragrance in 1.7ml and 3.4ml sizes ($86-$116) on the brand’s website and at beauty counters.

More from the designer.
More new fragrance launch campaigns.
All images via Giorgio Armani, Tom Munroe


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