PARIS — Kendall Jenner has been named Emporio Armani’s global fragrance ambassador.
The top model, entrepreneur and media icon will star in the campaign for the brand’s new women’s fragrance, Power of You Eau de Parfum, starting in February.
“I’ve always loved Emporio Armani for how it celebrates real confidence and staying true to yourself,” she told WWD. “The Power of You Eau de Parfum campaign is all about owning your energy and shining from the inside out, and that message just feels so aligned with me.”
Jenner characterized Emporio Armani as embodying chic and effortless vibes, and said that the brand knows how to keep itself young and fun. She described Power of You as a “delicious and vibrant scent that’s truly unique.”
Jenner was a natural choice for Emporio Armani, according to Richard Pinabel, global brand president of Armani beauty, which is licensed to L’Oréal. He called her “a modern icon,” who naturally resonates strongly with Gen Z.
She burst on to the scene in 2007, while on E!’s “Keeping Up With the Kardashians,” and today appears in “The Kardashians” on Hulu and Disney+.
Jenner’s modeling breakthrough came during Marc Jacobs’ fall 2014 fashion show, which was followed by walking other major designer catwalks as well as editorial shoots, gracing covers of Vogue and Harper’s Bazaar, among others.
Three years ago, she became a global brand ambassador of L’Oréal Paris, appearing in its makeup campaigns. Jenner founded 818 Tequila, and is committed to responsible practices, such as supporting 1% for the Planet.
“She’s very connected to pop culture, and has this unique blend of sophistication and elegance,” Pinabel continue, adding Jenner has natural charisma.
Jenner joins a roster of star-studded Armani beauty faces, including Cate Blanchett, Aaron Taylor-Johnson and Sydney Sweeney.
Gordon von Steiner directed the campaign Jenner fronts. In it, she dances solo and in a crowd to Underworld’s “Born Slippy.”
“I had the best time shooting this campaign,” Jenner said. “One of my favorite parts was feeling that sense of collective energy and collaboration, which made the experience truly special.
“I connected with the vision because it wasn’t just about the perfume; it was about the feeling,” she added. “The whole campaign was about channeling that magnetic and contagious energy, and showing how you can literally ‘light up the room.’”
Jenner declares “Let’s light up the room” at the film’s end.
Power of You, a fragrance designer Giorgio Armani signed off on prior to his passing in early September 2025, should delve the Armani brand deeper into the women’s fragrance realm.
Emporio Armani Power of You
Courtesy
“The idea was to capitalize on the incredible success of Stronger With You,” Pinabel said, referring to the men’s scent launched in 2017, which became a hit.
In Europe, that franchise, which also includes Stronger With You Intensely, Absolutely and Parfum version, ranks fifth among men’s scents. In the U.S., it’s in the top 15.
“It was the perfect springboard to launch a feminine version also,” Pinabel said.
Power of You, like its male counterpart, is expected to have Gen Zers as core consumers. Advocacy and influence were key to Stronger With You’s success. “It’s been really fueled by that,” Pinabel said.
The strategy was to work on authenticity, and the brand teamed with “FragTokers,” or fragrance TikTokers. “We worked from the beginning with influencers,” Pinabel said, and that was true for Power of You’s conception, too.
The fragrance opens with a zesty, fresh maracuja — or passion fruit — accord. “It has a strong signature,” Pinabel said.
Also in its top are Givaudan’s captive Ebeli and bitter orange and lemon oil notes. At the heart is a luminous frangipani accord. And the base has vanilla bean absolute from Madagascar, mixed with benzoin resinoid and cistus absolute.
“The vanilla and passion fruit are the most unexpected but perfectly blend,” Jenner said. “It is so versatile, it can be worn for all occasions, which I love.”
She has always adored fragrance and wears it daily.
“My earliest memories of fragrance would probably be playing with my mom’s perfumes, trying out the different scents she had,” Jenner said. “Today, I love a scent that is powerful and addictive, that really boosts your mood, like Power of You Eau de Parfum.”
Pinabel described the gourmand scent, created by Givaudan perfumers Nisrine Bouazzaoui Grillié and Nadège Le Garlantezec, as chic, elegant and sophisticated.
The new scent’s bottle design takes a cue from Stronger With You’s flacon. Around its neck are yellow-gold-colored, intertwined rings, which extend along the bottle’s sides so it looks like a jewel. The scent’s ruby color is seen through the bottle’s transparent glass.
Power of You will be launched on Jan. 20 in Europe, followed by the U.S. and Middle East in March. The introduction in Asia is set for April.
The eau de parfum is to come in 30-, 50- and 90-ml. sizes, which will retail for about $78, $110 and $138, respectively.
Armani executives would not discuss projections, but industry sources estimate Power of You will generate 150 million euros in retail sales in its first 12 months on counter.
Armani fragrance — representing the label’s largest product category — is a dynamic business.
“It’s really booming for the brand,” Pinabel said. “The male fragrances are leading the way with Stronger With You, which is our top performer.”
Armani Acqua di Giò for men remains a powerhouse, as well, ranking in the top 10 in Europe’s four largest markets 30 years after its launch.
Armani’s bestselling women’s fragrance is Sì, which is particularly strong in Europe.
“The intention is to come back strongly in the feminine arena with a very significant launch for the brand,” Pinabel said.
Like Armani fashion, its fragrance brand is built in a pyramid structure, with Armani Privé like couture; Giorgio Armani, encompassing timeless collections, and Emporio Armani, the brand’s younger, more accessible branch.
