Jonathan Bailey Finds Specific Scents for Each Character He Plays

Jonathan Bailey’s been having a lowkey 2026. After a massive 2025—he was the year’s highest-grossing actor with two massive blockbusters, the Wicked sequel and Jurassic World: Rebirth, as well as People’s Sexiest Man Alive—he announced that 2026 would be dedicated to working on his non-profit The Shameless Fund, which supports the LGBTQ+ community. The 38-year-old Bridgerton alum however has made time for a select few acting opportunities. Most recently, a Todd Field-directed campaign video for Armani Beauty’s new men’s fragrance: “I Will.”In the ad Bailey plays an actor in Los Angeles searching for new meaning as he prepares for his next role. As the video transitions from black and white into color, the character dances around his apartment and drives toward the Hollywood sign before stepping on set. It was “kismet,” Bailey says about the concept. Just as his character journeys to Tinseltown in pursuit of inspiration, Bailey is also using the year to reflect and select projects with more intention. So far that has lead him to sign on to two 2027 films that stray from his typical blockbusters—Monsanto, the biographical legal drama about the lawsuit over the weed killer Roundup, and Pumping Black, a psychological thriller about the lengths a cyclist will go to in order to win the Tour de France. He’s also heading back to the theater for the West End revival of Sunday in the Park with George.Courtesy of Armani BeautyHe sees the experience of smelling “I Will” as its own journey, too, one that begins with a visceral punch of burgundy followed by lavender and vanilla. “I think at a time where we're looking for truth in this world and a way to have hope and faith, [I Will] is about commitment to process and understanding the evolution,” he says. “And I think that's what this scent encapsulates in such a beautiful way.”Ahead of the debut of the new Armani Beauty campaign, GQ sat down with Bailey in New York to talk about his first-ever shoot in America, how he incorporates color into his fits, and what he does to find confidence.How was shooting the campaign?Jonathan Bailey: I shot in Universal Studios for the first time. It was actually the first time I've shot in America. So much of the shoot, which is about an actor arriving in LA, felt entirely sort of kismet. The weight and the history of cinema of which Mr. Armani had such influence over in the ‘80s and ‘90s. And being on the back lot and seeing all these extraordinary works. It being sort of the pinnacle and petri dish of so many iconic images. The story of the campaign is about arriving at a destination—for this person, arriving in Hollywood.What kind of feelings does “I Will” evoke for you?This reminds me of some of the best long days that have gone into the night where you've started outside and you've met your friends, you've had a good day at work. and you go out and you drink and you're leaving like a bar or a pub. And it's like a really hot day and the heat is coming off. The aesthetic is sort of a well-lived day. It's sexy and it's enduring. And that's what it reminds me of. My most confident, best nights out. That's how I feel when I smell this.Courtesy of Armani BeautyHow long has grooming and style been an important part of your life?I think for the past years, style and grooming have been put into such sharp focus for me. I look back and I was always sort of swaddled in colors. Textures have always been big for me whether that's silk or even a really heavy pleated trouser [shows off his pants] I love. And comfort is not the enemy of fashion and elegance. Now it's just about being as playful as you can. And it's such an incredible privilege to be able to then go and work with different fashion houses and brands and to work with stylists who then help along the way. I love to be playful and to be curious as well and to try new things.Courtesy of Armani BeautyWhat is it about getting dressed that gets you so excited?I think it's an armor. When you think about a press tour, you think about what you're communicating to the world in a way. But you're also thinking about how you can protect yourself in these very high-octane environments, where everyone’s watching. There's usually a story to tell. And it's the same with the fragrance. It's an armorWhat do you take into consideration when you're going out and incorporating a little spritz of something?Definitely in theater I always make sure that I have a specific scent for each character. And I grew up in a household, where I was the youngest of four. I remember when everyone was downstairs, I’d run upstairs and use everyone’s different perfumes, whatever I could find. When I smell people out and about in the street, I immediately remember friends. I remember people. It's such a memory sense to me. So with that in mind, I think if you can have a few scents that you can then switch and be nimble with, you can be as playful with the scents as you can with fashion.You once told GQ that you've never been more confident than when you started getting into shape. How does that confidence present itself?Oh my gosh. It’s funny, isn't it? Confidence for me evolves all the time. And there's always areas where we are reminded we are lacking in confidence. But I think the choice to put myself in situations that I would otherwise protect myself from is definitely my statement of the summer and this year. That's where I can feel growth at the moment.Confidence comes from self-realization and this commitment to oneself. That's what I aspire to at the moment: confidence. If you make small promises to yourself and set yourself small challenges in the short term, I think you'll feel the confidence when you conquer those challenges.Courtesy of Armani BeautyYou have two films coming out next year and you're going to go back to the West End. What else are you excited about for 2027?For the last year I was excitedly working on the Shameless Fund. There's some brilliant people that we’ve hired. It's such a long, brilliant process that I've enjoyed and it takes so much thought and care. And so I'm really looking forward to seeing that evolve, knowing that we've got a bit of an extended family now and the time spent on it has been really gratifying. It feels like that's been a real thing that I've been missing—doing things with intention.