Kendall Jenner has been appointed as the global fragrance ambassador for Emporio Armani, representing the brand’s new women’s scent, Power of You. This campaign emphasizes themes of self-confidence and authenticity, echoing Jenner’s personal values. “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,” she stated in an interview with Women’s Wear Daily.
In her role, Jenner aims to embody a modern, effortless style that resonates with younger audiences. The global brand president of Armani Beauty, who is affiliated with L’Oréal, praised Jenner as “a modern icon” who connects well with Generation Z. Jenner first gained fame in 2007 through the reality series “Keeping Up With the Kardashians” and continues to appear in its successor, “The Kardashians,” available on Hulu and Disney+.
Her modeling career took off during the Marc Jacobs fall 2014 fashion show, leading to collaborations with major designers and features in prestigious publications such as Vogue and Harper’s Bazaar. In addition to her work with Armani, Jenner has been a global ambassador for L’Oréal Paris and founded 818 Tequila, focusing on sustainable practices and philanthropy.
The Power of You campaign, directed by Gordon von Steiner, features Jenner dancing to Underworld’s “Born Slippy.” “I had the best time shooting this campaign,” she said. “One of my favorite parts was feeling that sense of collective energy and collaboration, which made the experience truly special.” She highlighted that the campaign transcends the product, focusing on the emotions and energy it conveys.
The fragrance itself, designed with input from Giorgio Armani before his passing in early September 2025, aims to appeal to both men and women, particularly targeting Gen Z consumers. The scent opens with zesty maracuja, or passion fruit, intertwined with notes of bitter orange and lemon oil. Its heart features a luminous frangipani accord, while the base combines vanilla bean absolute from Madagascar with benzoin resinoid and cistus absolute. “The vanilla and passion fruit are the most unexpected but perfectly blend,” Jenner remarked.
The scent’s packaging reflects a luxurious aesthetic, taking cues from the Stronger With You flacon, adorned with yellow-gold-colored rings that give it a jewel-like appearance. The ruby color of the fragrance is visible through the transparent glass, adding to its allure.
Set to launch on January 20, 2025, in Europe, the fragrance will be available in the United States and the Middle East by March, followed by an introduction in Asia in April. Power of You will be offered in sizes of 30 ml, 50 ml, and 90 ml, retailing for approximately $78, $110, and $138 respectively.
Industry sources predict that Power of You could achieve retail sales of around 150 million euros in its first year. This launch signals a significant move for the Armani brand into the women’s fragrance market, which is currently dominated by its men’s fragrances like Stronger With You and Acqua di Gio.
“Our intention is to come back strongly in the feminine arena with a very significant launch for the brand,” Pinabel, the global brand president, noted. The success of previous fragrances has been attributed to their authenticity and collaborations with influencers, particularly on platforms like TikTok. The brand is committed to maintaining a youthful and vibrant image, ensuring that it remains relevant in today’s fast-paced market.
As Jenner steps into this prominent role, her influence in both the fashion and fragrance industries is set to grow, further establishing her as a key figure in contemporary pop culture.
