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Much more than a simple declaration of love for women, "Si" by Armani propagates the magnificent soft and sensual images of her muse to reach our senses attracted by this complex and powerful fragrance, the daring mixture of a retro chypre charm with fruity and gourmet modernities ...
Yes to a new wind of Italian elegance and refinement
“Si” by Giorgio Armani is an ode to femininity. Armani declares that her new fragrance, 'Si' is a 'tribute to modern femininity - an irresistible combination of grace, strength and independent spirit'.
It was therefore necessary to have a muse who lived up to all her feminine qualities and her charming and special contrasts. Cate Blanchett, an actress known for her sometimes daring roles and her relatively free career choices despite her notoriety, was chosen for her beauty, grace and freedom to be in order to embody "Si". Already very attached to the house of Armani, Cate Blanchett inspires the very first campaign of visuals and spots towards aesthetic and strong images that highlight her natural and racy beauty while opening the doors to a refined and chic universe.
Of course, in addition to the charismatic personality of the actress, the commercial of “Si” as well as the visuals, put forward a philosophy of life where emotions take precedence over superficiality, where feelings are strongest. Obviously, the voice untranslated from Italian, offers us some exotic touches of "dolce vita" and a slightly retro Italian fashion, however the message is sent "If to the Force, to dreams, to l 'emotion, to freedom… ”. The concept is powerful because "Si" touches all those who are found in this declaration of independence.
"Si" a perfume with many faces, a tribute to universal and timeless femininity
“Si” is an ode to freedom and multiple choices, so both its bottle and its juice must forcefully convey a mastered and elegant femininity. The packaging of "Si" comes in the form of a relatively sober square bottle while remaining particularly elegant by its multiple facets and mirrors. Elegance for Armani lies in the details: the black cap, a daring choice, but nevertheless a reminder of the color traditionally linked to chic, and then of course the two rings in gold, a precious and noble material of absolute femininity.
Like this woman of many talents, it was necessary to create a perfume with many faces. “Si” is the daring and structured blend of traditional chypre fragrances mixed with modern or even original notes, a first. In top notes, freesia and blackcurrant notes evoke ripe, ripe fruit while being sweet. Then the delicate floral hearts of rose blend to perfection with powerful patchoulis to open up to gourmet and woody base notes of blond wood, ambergris (orcanox) and vanilla.
"Si" is therefore a deep and sensual perfume in which flowery notes, amber notes, fruity notes and gourmet notes blend with elegance and originality, as if to better pay homage to each personality of the woman, of the women to whom the great couturier wishes to pay homage. with this beautiful fragrance.