I WILL embodies the mantra of an ambitious, determined, and bold generation: success is not a matter of chance, but the result of willpower and determination. It is an invitation to become the author of your own life and to write your story with confidence and ambition.

To bring this vision to life, Jonathan Bailey, one of Hollywood’s most prominent stars, takes the leading role in the cinematic I WILL campaign, embodying the confident man who chooses his own path and shapes his future.

The evolving signature of I WILL accompanies you from morning to evening, leaving behind a distinctive presence and an unforgettable impression.

The fragrance opens with the sparkling freshness of Calabrian bergamot and aromatic lavender, enhanced by a violet leaf accord that adds brightness and vitality.

At the heart of the fragrance, the warm and addictive richness of Madagascan vanilla absolute meets the raw power of leather and woods, creating a captivating composition that expresses a distinctive, powerful, and authentic masculinity.