remember the light smell of lavender with which my mother would freshen up her wrists and temples, blended with the strong smell of summer lawns and trees.” Whisked away by the pure beauty in Giorgio Armani’s reminiscence of his beloved mother, one can tell just how much the Italian fashion maestro loves la femminile. “In winter a chypre fragrance would remain in her coat and collar pulled tightly around her face, the notes of a perfume whose name I can’t remember but that seemed luxurious and enveloping,” he shares.
For Armani, women are complex subjects who can be “seductive and reserved, spontaneous and refined”. It was with these unique qualities in mind that he created a womanly fragrance of elegance and freedom. “Si is my tribute to modern femininity – an irresistible irresis combination of grace, gra strength, and Cascading crystals with a whiff of Giorgio Armani’s signature Italian glamour, to symbolise lightness independence of spirit,” reveals Armani of the scent, which derives its name from the Spanish word for ‘yes’.
WHO IS SI
To embody these virtues, Armani handpicked Cate Blanchett as the face of Si. In fact, it appears the star was his creative muse right from the beginning. “As I was developing the project, defining the fragrance, and imagining the bottle, I instinctively thought of her, and the passion that can be perceived behind her impeccable manners and confident look. It is a seductive combination that fully respects the spirit of Si.”
Having walked many red carpets to the top of best-dressed lists, the Australian beauty is hardly one to settle for crowd-pleasing fare in her film and style choices. Case in point: The unveiling of the fragrance. Greeting the press on Armani’s arm, she epitomised contemporary poise and glamour in a crisp white jacket and matching vest with tailored black trousers. There was nothing frivolous here, only the simple silhouette that silently amplified her star wattage.
Shot by renowned French filmmaker Anne Fontaine, Blanchett glows in the campaign wearing little more than a white shirt and a knowing smile. The fragrance flacon, based on Armani’s own sketches, echoes this simplicity with clean, strong lines, capped off in sophisticated black.
The fragrance itself boasts lush notes that are gloriously feminine yet in no way overpowering. “A Giorgio Armani woman represents the contrasts of a strong and gentle personality, so this subtle contrast does show the personality of the Si woman,” explains Armani. “She delights in both the strength and sweetness of life. The Si woman has the courage to say yes to love and freedom. Yes to herself!”
To this, Blanchett laughingly concedes: “I’m someone who really can’t say no! It’s both a blessing and a curse, I think.” She continues earnestly, “It’s probably always yes to love and to risk, and to adventure. And I think, in a way, the spirit of all those things is enmeshed for me.”
Armani agrees. “Si means s living a full life, without fear and without thout running away from reality y– – saying si to life, to joy, beauty, uty, love; and si to dreams.”
A medley of blackcurrant nectar and light musky wood creates the modern rn chypre that plays soprano in this classy ssy act. Blackcurrant sparkles in its fruity y effervescence, adding just a shade of dark. Natural vanilla essence and jungle gle vanilla combine to accentuate the romance of Rose de Mai and freesia, while blond amber wood and patented ed Orcanox smoulder at the end notes. . Giorgio Armani Si EDP, RM300 ( 50ml)
Cate Blanchett for Giorgio Armani Si
The balancing acts of modern women are evinced in the black and nude designs – this one is for depth
Giorgio Armani and Cate Blanchett at the media conference for Armani Si