If there is one thing Armani Beauty is passionate about, it’s passion itself. This was already true with Sì, her emblematic fragrance worn by an ultra-charismatic Cate Blanchett. Today, the house renews its manifesto for free, bold, independent and passionate woman. With Sì Passione, all these values are at their peak. On the occasion of the Parisian launch, the house had invited all its family of friends like the top Sara Sampaio or Adèle Exarchopoulos to plunge into the universe of the perfume. From the moment they enter the Orbe of New York at the Palais de Tokyo, passion red dominates from floor to ceiling. The experience is total: the guests are immersed in a perfumed fog which, besides the advantage of giving an essential dramatic dimension to any good Instastory, soaks the nostrils of all the voluptuousness of the perfume. After the sensory experience, the sound experience with two spicy DJ sets by Hen Yanni and Hyphen Hyphen who interpreted the soundtrack of the campaign.

Photos: Jean Picon
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