English Version | The future is now

03 Sep 2020
By Vogue Portugal

“I am what I live” is the manifesto of Giorgio Armani’s new chapter of femininity, a chapter that comes to life with My Way, a fragrance of authenticity, freedom and discovery.

“I am what I live” is the manifesto of Giorgio Armani’s new chapter of femininity, a chapter that comes to life with My Way, a fragrance of authenticity, freedom and discovery.

Adria Arjona ©Courtesy of Giorgio Armani
Adria Arjona ©Courtesy of Giorgio Armani

A few minutes had passed from 4 PM in a Friday of May when Veronique Gautier, Global President of Armani Beauty, posed the question at a digital conference: “How can we start telling a new story with Mister Armani, seven years after Sí?” The answer remained a sort of mystery, but part of it (the most important part, some will say) was already in our hands – a little bottle with the words My Way in blue, printed on a pink tag. A short but significant name, My Way encapsulates the personality of a woman that goes after experiences that defy her perception of the world, that take her to unknown territories, that are authentic, profound and transformative, that go beyond the superficial bonds with other people and the world, that help her build herself. As Gautier said in that same afternoon, My Way “is a journey and a story of encounters”; a story that started being written three years ago and that now opens a new chapter of femininity for Giorgio Armani – a femininity that is authentic, with a free spirit and a commitment with the planet and its sustainability, something that is reflected both in the manifesto “I am what I live” and the bouquet of white flowers created by perfumers Carlos Benaïm and Bruno Jovanovic.

“My inspiration was Giorgio Armani’s unique take on feminine beauty. It’s very sculptural, tailor-made, refined and elegant, but also with a free spirit and sophisticated, with strong lines and personality,” explained master perfumer Carlos Benaïm. “I wanted to translate that vision of the Armani woman using my olfactory pallet in a scent. And for My Way, I wanted to interpret this natural elegance of Giorgio Armani with flowers.” One of them, tuberose – adored by Giorgio Armani and present in the heart of this fragrance – was interpreted in a different way, less classical and more contemporary. “I came up with this idea of a luminous, contemporary, powerful bouquet of white flowers, with tuberose, of course, but also with Indian Jasmin and orange blossom from Egypt, the most special ingredients in my pallet, very natural and beautiful ingredients.” Tailor made for Giorgio Armani, in a fusion of traditional techniques and innovative and creative solutions – the heart of tuberose, for instance, was extracted using a molecular distillation, that allowed to develop a very specific fraction of the tuberose, with creamy and velvety facets, while the orange blossom note was created by using an upgraded enfleurage technique, revealing a new interpretation that combines the richness of the flower and the energy of the fruit – the naturality of My Way reveals itself as a true olfactory journey through the world. “We are combining the most beautiful white flowers from all over the world,” said Carlos Benaïm and Bruno Jovanovic, detailing the notes of this fragrance. “We are combining the most beautiful white flowers from all over the world,” said Carlos Benaïm and Bruno Jovanovic, detailing the fragrance notes. “Indian jasmine sambac absolute and jasmine grandiflorum super infusion, which is exclusively crafted for Armani. Orange flower from Egypt and tuberose heart from the region of Mysore in the village of Tirumakudal Narsipur, in the state of Karnataka, India, but crafted in Grasse. We also have Italian citrus, Virginia cedarwood from USA, and vanilla from Madagascar, sourced through Giorgio Armani’s responsible and inclusive sourcing program that promotes social inclusion.”

Vogue Portugal By Vogue Portugal
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