ARMANI CODE PARFUM evolves a new, modern chapter within the Giorgio Armani masculine fragrance world. At the heart of the fragrance’s philosophy is the concept of “rewrite the code.”Today, a man can be more in tune with his uniqueness and is at ease with being simply who he is. In this contemporary, forward-looking world, masculinity reflects today’s men, rather than archetypes, and becomes multi-faceted, more diverse. Men are free to express a more authentic and evolved masculinity, and to be more emotionally attuned.
These new codes of masculinity naturally align with what has always been Giorgio Armani’s overarching vision: that of a nuanced, sensitive masculinity.
“My idea of masculinity is free from patterns and impositions. My work, from clothes to perfumes, couldn’t be further from the stereotypical and speaks to the constant rewriting of codes. This new fragrance is a further step in that direction. Being a man today means giving free expression to elegance and therefore finding the balance and harmony between what you choose to wear and what you have inside you, your way of presenting yourself and existing.” Giorgio Armani
Today’s forward-thinking man doesn’t dwell on the past – instead, he resolutely inhabits the present, while always keeping an eye on the bigger picture of the future. He is persistent in striving for what he believes in yet has the humility to accept new ideas with an open mind.
Today awareness of others’ opinions is essential to connect to others, fostering understanding, and ultimately creating a positive, forward momentum of change.
Giorgio Armani personifies this ethos of always moving forward. Emblematic of the house’s aesthetic is a unique ability to synthetize the mood of the times, while creating designs that look towards the future. In the 1980s, against the decade’s prevailing mood of excess, Giorgio Armani’s fluid, deconstructed take on suiting ushered in a more nuanced vision of masculinity. This fluidity in dressing allowed men a new freedom of movement, rather than being constrained by tailoring.
THE CONTEMPORARY CODE MAN
Regé-Jean Page is ARMANI CODE’s new face. Taking on roles that offer a nuanced, considered interpretation of what it is to be a man, British actor Regé-Jean Page embodies ARMANI CODE PARFUM’s modern masculinity. “The way we think of masculinity is now that it is no longer such a blunt instrument. It is strong, but strength is not necessarily destructive.”
Regé-Jean Page’s ethos of masculinity is elegant, balanced, and thoughtful. It revolves around an awareness of others: “It’s only through connection with others that we can learn about not only ourselves, and our own capabilities, but the world we live in, and the infinite possibilities around us.”
Just as ARMANI CODE PARFUM rewrites the code, and faces the future, so does Regé-Jean Page. The actor was named on Time magazine’s 2021 Time100Next list as one of the emerging figures who are shaping tomorrow.
“Regé-Jean Page interprets and explores the nuances of a gentle, profound masculinity that is not ostentatious or showy. He authentically and spontaneously represents the cultural richness and vitality of this moment in time.” Giorgio Armani
A POWERFUL YET SENSITIVE OLFACTORY SIGNATURE
ARMANI CODE PARFUM reinvents the ARMANI CODE olfactory signature for a new era. The new fragrance takes the woody, aromatic essence of the iconic ARMANI CODE scent, and infuses it with a sensitive facet, thanks to its combination of Iris notes. This blend conjures an amplified sense of movement, capturing the essence of a man perpetually in motion.
The new ARMANI CODE PARFUM has been crafted by Antoine Maisondieu (Givaudan), the master perfumer behind the original ARMANI CODE fragrance, which debuted in 2004. Now, he has reimagined the ARMANI CODE signature to speak to today’s man with a direct, impactful, and contemporary statement. Selecting the rarest and most precious ingredients, whether of natural origin or synthetic, Antoine Maisondieu has composed a uniquely distinctive fragrance.
ARMANI CODE PARFUM is set in motion with bright top notes that vibrate with Vert de Bergamote and Bergamot Heart, both sourced from Calabria, Italy. The Vert de Bergamote is extracted using molecular distillation, allowing the perfumer to carefully select a specific molecular segment of the Bergamot. This innovative and exclusive technique of crafting the note captures the Bergamot’s fresh and green top note while creating a long-lasting freshness. These uplifting top notes lend a sense of dynamism and movement to the fragrance.
To enhance and elevate ARMANI CODE PARFUM, the fragrance is composed of Clary Sage Heart, sourced from Provence, in the South of France. The fragrance’s sophisticated heart is driven by the fusion of natural and technological Iris notes. This blend of natural, Resinoid Iris from Morocco, and synthetic, Aldehydes of Iris lends a new sensitivity to the aromatic ARMANI CODE signature. It illustrates the intertwined relationship between the natural ingredients and the synthetic ingredients, which each bring out the best in the other.
Drawing on the heritage of the original ARMANI CODE fragrance, the fragrance’s powerful base is characterized by the potent Tonka Bean Absolute from Brazil. Together with Cedar Wood Heart from Virginia, USA, ARMANI CODE PARFUM’s base notes underscore the commanding ARMANI CODE signature.
THE FINEST NATURAL INGREDIENTS
In creating the house’s fragrances, Giorgio Armani prioritizes the inclusion of ingredients whose origins and sourcing are traceable. This ensures that ingredients are of high quality, and that their sourcing respects the environment and the communities where they are found.
ARMANI CODE PARFUM counts among its defining notes refined ingredients of natural origin. These notes include Vert de Bergamote and Bergamot Heart from Calabria, Italy; Clary Sage Heart from Provence, in the South of France; Resinoid Iris from Morocco; Cedar Wood Heart from Virginia, USA and Tonka Bean sourced from Brazil. Giorgio Armani has selected the most beautiful ingredients to create ARMANI CODE PARFUM, which combine to craft this refined, impactful fragrance.
A MULTI-FACETED MASCULINITY
With the addition of ARMANI CODE PARFUM, the ARMANI CODE range is now composed of three distinctive fragrances, all sharing the signature base of Cedar Wood and Tonka Bean.
ARMANI CODE PARFUM, the newest addition to the ARMANI CODE range, is a woody aromatic fragrance that opens with Vert de Bergamote and Bergamot Heart. These notes combine Clary Sage Heart and a blend of Iris notes at the heart, with a masculine base of Cedar Wood Heart and Tonka Bean Absolute.
ARMANI CODE EAU DE TOILETTE is a woody ambery fragrance that combines citrus and warm woods. Its top notes blend Green Mandarin Super Essence and Olive Tree Blossom, with Lavandin Heart at its heart, and Cedar Wood Heart and Tonka Bean Absolute at its base.
And ARMANI CODE EAU DE PARFUM is a woody musky scent. It opens with notes of Lemon Essence, with Lavender Diva Heart at its heart, together creating a citrusy, aromatic effect. At the base are Cedar Wood Heart and Torrefied Tonka Bean, all combining for a fresh, vivid, and colorful scent.
A NEW-ERA DESIGN
UNIQUENESS MEETS MODERNITY
The new ARMANI CODE PARFUM bottle conveys a modern, masculine take on luxury, and is crafted as a beautiful object to keep. In its innovative, statement design, the ARMANI CODE PARFUM bottle creates a new graphic signature. Its rounded yet square, squircle shape ushers in a bold new identity for the ARMANI CODE fragrances.
Designed in elegant black, the glass bottle is crafted in its rounded yet square form with a refined, graduated glass base. The flacon’s new squircle shape evokes the inventiveness and wider vision that keeps the modern man ahead of his time.
The bottle is accented with a contrasting, sophisticated silver platform under the cap that catches the light.
ARMANI CODE PARFUM’s magnetic Giorgio Armani-monogrammed cap snaps shut, for an uplifting sensory experience.
Following the debut of ARMANI CODE PARFUM, this reinvented, elegant bottle will be the signature flacon for all the ARMANI CODE fragrances. One unique modern bottle, to unite the ARMANI CODE fragrance collection.
EMBLEMATIC OF PROGRESS
ARMANI CODE PARFUM encapsulates Giorgio Armani’s environmental impact reduction plan through its eco-conception. The ARMANI CODE PARFUM bottle is refillable and is designed to last.
The new bottle offers a functional refill system, that allows the original 75ml spray bottle to be refilled seamlessly, without using a funnel. The refill bottle is simply turned upside down, to decant the fragrance into the original bottle, without losing a drop of fragrance.
Refilling ARMANI CODE PARFUM’s 75ml spray bottle means a concrete reduction in raw material use: 38% less glass and 67% less metal*.
ARMANI CODE PARFUM’s refillable nature demonstrates an awareness of the future. It is crafted for a man who carries with him a sense of responsibility for the planet.
*Compared to three ARMANI CODE PARFUM 75ml bottle.
THE POWER OF PROGRESS
The new ARMANI CODE campaign unites a collective of creative minds, each of whom, in his own way, embodies the forward-thinking man.
Director Manu Cossu’s ARMANI CODE PARFUM campaign film depicts Regé-Jean Page resolutely moving forwards in a backwards world. Time stops when Regé-Jean Page experiences a connection that halts him, as he encounters someone, Australian model Bambi Northwood-Blyth. It is this connection, embodied in ARMANI CODE PARFUM, that sets the world in its rightful order. As the film’s narrative illustrates, all it takes a moment of genuine connection to put the world in its rightful, forward-moving direction. This human connection proves to be the most powerful engine for knowledge, progress, and empathy.
Amplifying the ARMANI CODE PARFUM campaign film’s modern, urban mood is its soundtrack, “A$AP Forever ft. Moby” by A$AP Rocky. The track layers the insistent beat of A$AP Rocky’s lyrics over a sample of Moby’s 2000 track “Porcelain.” The tension between the classic influence of “Porcelain,” and its modern reinvention in “A$AP Forever,” underlines the ARMANI CODE PARFUM ethos, of always looking forwards and rewriting the code.
The artist behind the campaign’s still images, photographer Damon Baker has, throughout his career, made an impression with his unique aesthetic. Capturing an authenticity and vulnerability in the actors, models, and musicians who appear in his work, Damon Baker’s images convey a rawness of emotion.
DELIVERING ACCESS TO WATER, EMPOWERING COMMUNITIES
Integral to Giorgio Armani’s pledge to preserve natural resources, the Acqua for Life mission is to deliver universal access to drinking water in water-scarce regions around the world. Initiated in 2010, the same year that the United Nations recognized the right to water and sanitation as a human right, Acqua for Life has been a commitment for the brand ever since.
As of today, Acqua for Life has invested more than 12 million Euros in water projects worldwide. This has resulted in delivering access to safe water to over 427,000 people, in 22 countries, across three continents**.
Acqua for Life partners and sustains an ongoing conversation with three main partners worldwide: Unicef, WaterAid, and Water.org. The global water initiative begins 2022 with nine active projects, including one new project in South Africa. Alongside this new project, Acqua for Life has eight active projects located in India, Madagascar, Malawi, Nepal, Nicaragua, Tanzania, Uganda, and Zimbabwe.
Looking to the future, Acqua for Life is committed to continuing to expand its engagement with communities around the world to deliver universal access to safe drinking water.
150ml Refill: €146.00