British actor Jonathan Bailey has been appointed Giorgio Armani's newest global fragrance ambassador, launching the brand's new men's fragrance, I Will.

The Bridgerton star commented 'Armani seems to me to be about a commitment to a well-lived life. And especially this campaign - to take risks and to be prepared to fail, and for that to be the grounding of your confidence... It's not a spectacle, but it's something that people can feel in the room, in a film, on a catwalk, on a red carpet'.