Jonathan Bailey is the new global fragrance ambassador for Armani beauty and he’s making his debut in the campaign for the I WILL Eau de Parfum.

The British actor adorns himself with this powerful scent. Composed by two master perfumers, Nathalie Lorson and Alberto Morillas, the scent consists of a strong, smoky vanilla contrasted by woody leather notes. There’s also bergamot from Calabria, Italy embedded with fresh lavender and an unmistakable hint of violet. The bottle may hold I WILL, but it is a work of artistry in its own right. Bold, yet minimalist, it stands as a sleek rectangle with a curvy base, a dark brushed metal cap, and matte-frosted black at the top fading into crystal clear glass at the bottom.

From dawn to dusk, the scent is meant to highlight the will behind success, showing the valuable journey on the way to greatness. “[I WILL’s] simplicity is deliberate: when a formula is mastered to this degree, it gains the kind of effortless sophistication that endures,” Morillas said.

One of the leading lines of the campaign is “It’s not about luck, it’s about will,” emphasizing how hard work feeds success. I WILL was inspired by Giorgio Armani’s own legacy of determination and eye for style but is now a signature of Bailey in his first campaign with Armani. Confidence comes from doubt reshaped, as is evident in Bailey’s portrayal in the campaign, which serves as a tribute to his extensive filmography and his own road to success, one that took years of perseverance to become the global star he is today.