Filmed by French director Fleur Fortuné the campaign aims to convey a new direction for the fragrance
© Franklin Burger
© Still from the Giorgio Armani Sì film by Fleur Fortuné
Beauty arm of luxury Italian fashion house Giorgio Armani has cast its Global Beauty Ambassador Cate Blanchett in its new Sì Fiori fragrance campaign.
The new film, curated by French director Fleur Fortuné, is said to convey a contemporary image of the fragrance, after its introduction in 2013.
Fortuné specialises in creating campaign ads for brands, including Chloè, Koho and Nike.
In the campaign video, Blanchett is seen skydiving and socialising in an array of red outfits, in an effort to portray women’s freedom and spontaneity.
Meanwhile, Blanchett’s fellow ambassadors Chinese actress, Zhong Chuxi; Portuguese model, Sara Sampaio; and British model Adwoa Aboad will also promote the new scent after its worldwide release this month.
The Sì fragrance will join the brand’s 19 strong line-up of scents including its Emporio Armani Diamonds perfume and Armani Code.