Introducing The Giorgio Armani Sí Passione Campaign

Sì Passione adds a new dimension to the Sì fragrance personality by exploring a powerful emotion: passion. The new fragrance stands as a powerful reinvention of the Armani signature fragrance, a contemporary redefinition of a modern and bold notion of passion, showcasing a new point of view informed by today’s woman. The red colour is emblematic of Sì Passione’s attitude and essence – both its olfactory essence and its spirit.  Its strong visual identity underscores the vitality at the core of the Sì Passione philosophy.

By allowing each woman to assert who she really is, relishing the happiness in a moment, living with her strength and her fragility, Sì is more than a fragrance: it reveals the contemporary femininity of Giorgio Armani. In his own words, “an irresistible combination of grace, strength and independence of spirit.” The Sì range is guided by these principles of a resolutely contemporary femininity, one that is vivid, one that is alive.  

Coming to life through colour-saturated photos shot by Tom Munro, the Sì Passione campaign is energized by a palette of emotions and different types of femininity. In their own way, they all embody the Sì Passione mindset – women who live life within this circle.

Australian Oscar-winning actress Cate Blanchett has been the embodiment of the Sì woman since its creation in 2013. Graced with both authenticity and veracity, she is an actress whose strength lies in the innate ability to embody each role entirely, to constantly reinvent herself and bring a truth to each of her portrayals. She finds a new facet of herself in the campaign for Sì Passione. Blanchett brings a passion and fire to every character; like Sì, she has different sides, different scents that define her different moods.

As a citizen of the modern world, Adwoa Aboah, born from a Ghanaian father and a British mother, has become an inspiring symbol for her own generation and those to follow. Adwoa is fearlessly committed to creating her own empowerment, which in turn, empowers others. Her benevolent approach has been an inspiration to many, leading to the foundation of the organization “Gurls Talk”. This organization aims to provide an online platform for young women to openly address their experiences in a safe environment –by helping them find their voices and promoting empowerment, self-care and community.

“I am thrilled to have had the opportunity to join the Sì Passione campaign. To me, it depicts a world ‘around women’ that are at the same time vulnerable and strong – as well as Armani chic.”

Sara Sampaio is a Portuguese-born model living in New York City who has appeared on the covers of the most prestigious fashion publications, and has also become a modern-day catwalk icon. Relentlessly positive with a contagious smile, her joie de vivre bursts out from within. She gives off a vibrant energy, with her joyful, free spirit. She embraces life with open arms. In June 2016, she teamed up with the American Society for the Prevention of Cruelty to Animals (ASPCA) to support the fight for homeless animals.

“Giorgio Armani is a brand I have always related to, there is this sense of confidence. Feminine, powerful, but always elegant, the Armani women just know who they are. This is very inspiring for me.”