Emporio Armani has announced the appointment of international supermodel Kendall Jenner as its new global fragrance ambassador, marking a strategic move to expand the brand’s appeal among younger generations, particularly Gen Z.
Jenner will star in the campaign for the brand’s new women’s fragrance, Power of You Eau de Parfum, set to launch globally in February 2026.
This collaboration represents one of the last major projects approved by the late designer Giorgio Armani before his passing in September 2025.
A strategic choice targeting the new generation
Richard Pinabel, global brand president of Armani Beauty, which is licensed to L’Oréal Groupe, explained that Kendall Jenner was chosen for being “a modern icon” who naturally resonates strongly with Gen Z. The 30-year-old Jenner combines a distinguished modeling career with successful entrepreneurship and extensive media influence.
Armani and L’Oréal, the global fragrance licensee, described Jenner as “a trailblazer on the global fashion stage, blending runway prowess with entrepreneurial acumen”. The house noted that her accomplished career trajectory—encompassing high-fashion runways, prominent international campaigns, and her own brand ventures—has earned her a devoted global audience and respect from industry leaders.
The new fragrance details
Power of You features an irresistibly sweet gourmand composition developed by perfumers Nisrine Bouazzaoui Grillié and Nadège Le Garlantezec. The fragrance opens with vibrant notes of maracuja and passion fruit, transitions to a transparent floral heart of frangipani blossom, and settles on a warm base of creamy Madagascar vanilla absolute, benzoin resin, and cistus labdanum.
The house describes the scent as “bold, addictive, and free-spirited,” designed to amplify the undeniable energy that the wearer brings to every room. The fragrance comes in a stunning ruby-red bottle that serves as a statement piece, featuring a rose-gold frame and a distinctive cap with interlocking rings symbolizing connection and strength.
Cinematic campaign by renowned director
The campaign was directed by Gordon von Steiner, known for his work with global fashion houses including Louis Vuitton, Chanel, Versace, and Calvin Klein. Jenner appears in a series of cinematic clips moving freely on a dance floor to the rhythm of Underworld’s “Born Slippy”.
Jenner expressed her enthusiasm for the partnership, stating: “Joining the Emporio Armani family was a no-brainer. I’ve always loved how they empower you to be simply yourself. Power of You Eau de Parfum is everything—it’s magnetic, rich, and feels truly sensual”.
Giorgio Armani’s continuing legacy
This launch holds special significance as one of the last major projects personally approved by the late designer Giorgio Armani before his death on September 3, 2025, at age 91. Armani passed away at his Milan home after a five-decade career during which he built a global fashion and beauty empire.
Armani Beauty has maintained a long-standing partnership with L’Oréal Groupe since 1988, with L’Oréal holding an exclusive license to distribute beauty products under the brand name until 2050. This collaboration produces an extensive range of fragrances, cosmetics, and skincare products embodying Armani’s vision of elegance and beauty.
Gen Z-focused strategy
Jenner’s appointment reflects Armani Beauty’s broader strategy to attract younger consumers. In recent years, the house has appointed a diverse array of Gen Z ambassadors, including British actor Nicholas Galitzine as global fragrance ambassador in January 2025, actress Sydney Sweeney, K-pop singer Jackson Wang, and Hanni from NewJeans.
Véronique Gautier, former global president of Armani Beauty, previously stated regarding the Gen Z strategy: “The Gen Z consumer wants to see themselves in the brand. It gives them an opportunity to join the brand through [the ambassadors’] eyes and their communication”. She added that the brand’s values of authenticity, simplicity, and quality resonate strongly with Gen Z.
Availability
Power of You Eau de Parfum will officially launch on January 20, 2026, and will be available for purchase on the brand’s website and at major retailers including Sephora. The fragrance comes in three sizes: 30, 50, and 90 milliliters of Eau de Parfum.
This fragrance joins Emporio Armani’s “You” series that began in 2017 with the launch of “Because It’s You” for women and “Stronger With You” for men. This series represents the house’s vision for contemporary fragrances celebrating individuality and self-confidence.
With Kendall Jenner’s appointment, Emporio Armani continues the late designer’s legacy of developing fragrances that combine classic Italian elegance with modern spirit, focusing on empowering younger generations to express their true identity through fragrance and beauty.
