British actor Jonathan Bailey steps into a new chapter as the face of Giorgio Armani Beauty's latest men's fragrance, I Will. Directed by acclaimed filmmaker Todd Field, the campaign follows Bailey through a cinematic journey of ambition, self-belief and transformation, reflecting the fragrance's message that success is driven by determination rather than chance.

The launch marks a significant moment for the Italian house, introducing its first new masculine fragrance line in more than two decades. Developed under the creative vision of the late Giorgio Armani, I Will celebrates confidence, authenticity and perseverance—values that have long defined the Armani legacy.

Already a familiar face within the Armani universe, Bailey brings effortless sophistication to the campaign, reinforcing the brand's timeless approach to modern masculinity. The result is a visually striking story that blends cinematic storytelling with refined elegance, positioning I Will as one of the year's most anticipated fragrance launches.

170 years is a rare milestone in fashion — an industry where even the most established houses can struggle to keep pace with change. Yet Burberry continues to evolve while remaining firmly rooted in its identity.

Founded in 1856 by Thomas Burberry, the British label built its reputation on innovation and practicality. Central to that legacy is the trench coat, originally developed in the late 19th century as a weather-resistant garment designed for protection and mobility. Over time, it has become one of fashion’s most recognizable pieces — balancing function with timeless elegance.

To celebrate its 170th anniversary, Burberry presents The Trench: Portraits of an Icon, a campaign photographed by Tim Walker. The series features 23 cultural figures captured in striking black-and-white portraits, where subtle gestures — a raised collar or loosely tied belt — highlight the effortless attitude the coat brings to its wearer.

Among the participants are Kate Moss, Jonathan Bailey, Kendall Jenner, Kid Cudi, and Teyana Taylor, forming a cross-generational portrait of contemporary culture.

Accompanied by a short film set to music by Blur, the project captures candid moments between cast and crew, celebrating creativity, individuality, and the enduring relevance of the trench — a symbol that continues to define Burberry more than a century later.

Jonathan Bailey Fronts Giorgio Armani Beauty's Bold New Campaign 'I Will'

Burberry Marks 170 Years with a Tribute to the Iconic Trench Coat