Sì Fiori Eau de Parfum – New fragrance by Giorgio Armani

Hello dear friends! The first commercial for Sì Fiori, the new fragrance by Giorgio Armani, has been released today anticipated by the new advertisement. Cate also chatted with WWD talking about perfume and acting. Enjoy!


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EXCLUSIVE: Cate Blanchett on Armani Perfume and Acting
The actress stars in the newest spot for Sì, lensed by Fleur Fortuné


PARIS ­— Cate Blanchett appears in the newest ad campaign for Giorgio Armani’s Sì fragrance franchise, including a film lensed by Fleur Fortuné. Just prior to its release in early February, Blanchett shared with WWD some thoughts on perfume and acting.

WWD: How would you describe the Sì fragrance woman?

Cate Blanchett: The Sì woman — a woman I myself aspire to be — is adventurous, full of emotion, open to the world and experience, and comfortable in her own skin.

WWD: How does being the face of a fragrance differ from playing a role in a film?

C.B.: Being the so-called “face” of this fragrance — I think I’d prefer to say “the spirit” of this fragrance. So being this Sì “spirit” is all about creating an atmosphere in which I can inhabit myriad states. Being a Sì woman isn’t a static thing — it’s full of flow: joy, apprehension, excitement, desire, risk and frivolity. And love, bien sûr!

WWD: What are some early memories of perfume?

C.B.: The home of my childhood was always fragrant — a house full of women! Lavender, freesia, firewood, the smell of the sea, of whatever was cooking. I remember my grandmother always smelling of violets and my mother of citrus. Fragrance, like music, always lifts my spirits.

WWD: What do you like in a fragrance?

C.B.: The deep developing notes. I love a scent that promises to contain experiences yet to be had.

WWD: Aside from the role you play at Armani, what other projects are you working on right now?

C.B.: I’m in a play at the National Theatre in London, [“When We Have Sufficiently Tortured Each Other”] directed by Katie Mitchell and written by Martin Crimp. It’s about gender politics — power and the eternal struggle for intimacy and equality…not everyone’s cup of tea, but it’s a provocative piece for sure.

WWD: Are there any types of characters you’ve never had a chance to try out that you’d like to?

C.B.: The character for me is always the last point of entry. It’s always about the quality of the conversation and the people I will be working alongside. I love surprises. The roles, I haven’t willed into being, if that makes sense. The role I would least expect to play.

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