What does the modern love story look like? Giorgio Armani has reimagined it with two new fragrances; Because It’s You and Stronger With You.

Laura and Paul are in love. Artists – she writes, he draws – theirs is a dialogue of romance, imbued with strength, independence and ingenuity.

Giving life to such characters are young actors Matilda Lutz and James Jagger. A thoughtful and measured move by Armani, the fresh, young talent were chosen in favour of models to depict his new olfactive narrative.

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Directed by Fabien Constant, a series of short films set against the pulse of New York City bring to life Armani’s romantic musings for his latest fragrant offering, a his and hers scent under the Emporio Armani masthead.

With such iconic Manhattan-esque vistas as yellow cabs and airy rooftop jaunts, the young lovers frolic and flounce, spirited, passionate and enamoured – and of course, spritzed in whiffs of either fragrance.

A pair of fragrances equal in strength, their personalities bear difference. One aptly feminine, the other distinctly masculine; together they communicate, they challenge, they seduce. Interestingly, two different perfumers – a man and a woman – were chosen to cultivate each scent respectively, further cementing the clear distinction of gender in this olfactory dialogue.

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Hers, Because It’s You, is a sunny, joyful accord of ripe raspberry, neroli, rose absolute, warm vanilla and rich musk. Suitably sweet, bold and seductive, much like its personification, Laura.

His, slightly more esoteric, is an unpredictable blend; flickers of cardamom, pink peppercorn, and violet leaves, which unfold into a smoky Vanilla Jungle Essence and sugar-coated chestnuts. Heady, spiced and spirited, he’s Stronger With You (or her). 

With a recent shift from dedicated masculine and feminine fragrances, Armani’s explicit foray back into such defined gender codes evince that for him, there will always be a place for his and hers when it comes to perfume. 

A new generation of fragrance, for the new generation of lovers.

EMPORIO ARMANI Because It’s You EDP, $100. SHOP NOW
EMPORIO ARMANI stronger with you EDP, $125.SHOP NOW

An olfactive conversation with Anne Flipo and Cécile Matton

Anne Flipo, Perfumer of BECAUSE IT’S YOU

How would you describe BECAUSE IT’S YOU?

It is a lively, sparkling and carnal fruity-floral, the perfect blend of self-assured seduction and flirtation, the wink and smile. This fragrance was designed to express femininity in all its complexity, beyond clichés.

How did you choose to express the femininity dimension?
We started with a violet note, adding a touch of Italian character, a nod to the Parma violet, wrapped in a rich, redolent Turkish rose. We add vanilla to this supremely feminine composition, for an addictive dimension, and then patchouli for sophistication and depth, the refined character of a neo-chypre with Italian flair.

How would you describe this fruity note?
I wanted a different fruit where the elegant natural quality is captured. This raspberry- blackcurrant note has a sorbet texture, cloying one, and perfectly expresses spontaneous, bold, immediate seduction, the power and energy of youth, and the impatience of youth, too. Whatever kind of man you might be, your sole desire will be to bite into this fruit, and this young woman.

Cécile Matton, Perfumer for STRONGER WITH YOU

How would you describe STRONGER WITH YOU in a few words?
An addiction made for men that takes the road less travelled, and that tangibly expresses that calm strength that is so seductive in a man – that’s what we tried to illustrate.

How do you express that masculinity?
I wanted to create truly bracing character, in the top note (that astonishing apple note blended with violet leaf and pink peppercorn) and the heart note (the aromatic and spicy notes of clary sage, hybrid lavender, cinnamon and cardamom). And then the super-sexy woody-amber mixture, where you can detect vanilla absolute with the animal touch of leather and skin, along with cedar and guaiac wood essence, which gives a very modern edge to the composition.

How was the gourmand touch developed?
We wanted an enveloping, “candied chestnut” accord, updating the family of taste notes and that pairs beautifully with all the woody-spicy notes. If you look closely, it’s clearly a modernised, “gourmandised” fougère structure. This fragrance is like a classic that’s been updated in a very unexpected way that’s trendier, more urban. A very masculine personality that at last wholly embraces the feminine side, making it all the more irresistible.