It’s the beginning of the new year, and we’re already seeing a vast array of celebrity partnerships. One of this year’s first announced is Kendall Jenner as Emporio Armani’s new global fragrance ambassador.
The announcement comes ahead of the launch of Power of You, a new fragrance from the luxury brand. The campaign, alongside the launch, showcases Jenner in a short film directed by Gordon Von Steiner, known for his vibrant, music-led storytelling.
Jenner is recognised as one of the world’s top models and entrepreneurs, having been featured in a number of leading fashion shows and magazines such as Vogue, Allure, and Harper’s Bazaar. In more recent appointments, she became global ambassador for L’Oreal Paris in 2023, closing the brand’s Paris fashion week catwalk in September of last year, making this appointment a natural fit.
The partnership between the model, entrepreneur and luxury beauty brand sees Jenner join a longline of actors and other models who have collaborated with the brand, from Cate Blanchett to Aaron-Taylor-Johnson.
The campaign is set to Underworld’s iconic track Born Slippy, capturing Jenner dancing across the ruby-hued dance floor as she is highlighted by rings of light. Her presence illuminates the room and those within it, as the campaign culminates with Jenner’s call, “Let’s light up the room!”
Jenner spoke on the new partnership, stating,
“Joining the Emporio Armani family was a total no-brainer. I’ve always loved that they empower you to just be who you are. The POWER OF YOU scent is everything — it’s magnetic, rich, and feels really sensual.“
The fragrance crafted by perfumers Nisrine Grillié and Nadège Le Garlantezec of Givaudan is built around a modern gourmand composition with a vibrant maracuja passion fruit and frangipani accord that is juxtaposed with a sensual vanilla, creating a fragrance that is both uplifting and addictive.
Alongside the new scent is a striking new bottle to match that feels as much like a statement object as a beauty essential. In ruby-toned glass, Armani’s iconic falcon is showcased by a yellow gold frame that encircles its contours, alongside the interlacing rings on the yellow gold cap.
