With Egyptian actress Jamila Awad starring in the latest campaign, Sì Passione Intense is a bold invitation to live fiercely, love deeply, and embrace passion without limits.
Giorgio Armani Beauty partners with celebrated Egyptian actress Jamila Awad for a striking new campaign celebrating Sì Passione Intense – a fragrance that embodies confidence, sensuality, and unapologetic passion.
Known for her fearless spirit and transformative talent, Awad brings her magnetic presence to this collaboration, capturing the essence of the modern Sì woman – bold, independent, and deeply in tune with her desires. Since its creation in 2013, Sì has been a tribute to strength and femininity.
Through this collaboration, Jamila Awad lends her artistry to the Sì Passione Intense story, embodying its message of self-expression and empowerment. Whether on screen or in life, she embraces passion in all its forms – making her the perfect muse for this campaign.
Jamila Awad shared her thoughts on the collaboration: “What makes your heart beat?
This question resonates deeply with me – passion is what drives everything I do. Sì Passione Intense is more than just a fragrance; it’s a reminder to embrace what sets your heart on fire and live boldly.”
Giorgio Armani’s Sì Passione Intense reinvents the iconic Sì fragrance with a bold, sensual
twist. The perfume opens with vibrant blackcurrant and pear, unfolds into a luminous heart of rose and jasmine, and settles into a seductive blend of vanilla and cedarwood. Encased in a striking red ombre bottle that captures the fire of passion, Sì Passione is available at local and regional perfume retailers.
The campaign, directed by renowned French filmmaker Woodkid, translates the fragrance’s
essence into movement—each frame a raw expression of power, sensuality, and
authenticity. At its core is a single question: What makes your heart beat? The answer is
passion—an unstoppable force that fuels desire and ambition.
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