Giorgio Armani names J Balvin its new US fragrance ambassador to front I WILL, a scent built around determination, elegance and confidence.
J Balvin adds another chapter to his close relationship with fashion and beauty. The Colombian artist has been named Giorgio Armani’s new US fragrance ambassador, becoming the face of I WILL Eau de Parfum, the Italian house’s latest olfactory creation.
The collaboration is intended to go far beyond simply attaching a famous face to a fragrance. Armani sees Balvin’s career as a reflection of the values behind I WILL: determination, confidence and the ability to turn personal ambition into reality.
The singer has built an international career by taking reggaeton and Latin music to audiences around the world without losing touch with his Colombian roots. That balance between a deeply personal identity and a global presence is one of the qualities that connects the musician to the concept behind the new fragrance.
“‘I WILL’ is not just a phrase; it’s a promise you make to yourself,” J Balvin explains. The artist directly links that message to his own story and to the mindset that has shaped his career.
“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 honour to represent a fragrance with a message that feels so personal to me,” he adds.
The choice of J Balvin as a Giorgio Armani ambassador also strengthens the singer’s presence within the international fashion world. His image has long been defined by experimentation with colour, silhouette and different aesthetic codes, turning personal style into another form of expression alongside his music.
At the centre of the partnership, however, is I WILL Eau de Parfum. Created by perfumers Alberto Morillas and Nathalie Lorson, the composition marks a new development within the house’s fragrance portfolio as Armani’s first dark vanilla scent.
Its olfactory structure combines a smoky vanilla base with woody and leather notes, creating a contrast between warmth, depth and sensuality. The house itself describes the result as an “addictive, sensual and enduring” fragrance, designed to project personality without relying on an overly loud presence.
The duality of the composition is also reflected in the bottle design. The upper section features a matte, frosted black finish that gradually fades into a transparent base. This visual transition between darkness and clarity mirrors the contrast at the heart of the fragrance itself.
