Since the Si fragrance by Giorgio Armani was first released in 2013, Cate Blanchett has been the face of the scent. This is fitting, as Blanchett is everything that the scent embodies – Feminine, Sensual and Strong. Armani has taken the Si franchise a step further and has unveiled the new Si Passione. Si Passione is positioned as a new chapter in the story of Sì.

In the campaign of Si Passione, models Adwoa Aboah and Sara Sampaio have join Cate in the newly unveiled campaign. The three women were each photographed by Tom Munroe against a vivid red studio backdrop, which complements the red-infused bottle for 2018. There are also videos destined for online filmed by Fabien Constant, including those featuring them discussing in their own words what it is to be a “Sì woman” and describing passion — an emotion central to the scent. Fabien Constant filmed Aboah and Sampaio in those.

Sì Passione, the fragrance for women by Giorgio Armani, unleashes the passion of the Sì woman – empowered, feminine, and free. Sì Passione is an intense, uncompromising scent for a confident woman willing to make extreme choices – a woman who dares to say yes. This fragrance is a powerful reinvention of this signature Armani fragrance, Sì Passione adds a new dimension to Giorgio Armani’s feminine fragrance personality – in his own words, ‘an irresistible combination of grace, strength and independence of spirit’Armani

 Sì Passione was introduced at the end of January in Europe. Described as the red lip effect in a bottle, Si Passione is described as a  bright and sensual perfume that emits confidence, seduction, and strength. Sì Passione opens with notes of spicy pink pepper, and dries down with warm and sensual vanilla and cedarwood. It also contains notes of pear and blackcurrant. The addition of heliotrope makes this perfume addictive and acts as an invitation to self-indulgence and pleasure.
The Nose behind the Si Passione is Julie Masse, who worked on the Original Si with Christine Nagel.

The full United States roll out of Sì Passione is slated for August 1, 2018. The fragrance’s campaign, featuring all three women, will be launched in the rest of the world in the second half of the year.



Valerie Ekpo
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