Supermodels Adwoa Aboah and Sara Sampaio have joined Giorgio Armani‘s Sí Passione campaign for their new fragrance. Portraying the ‘Armani chic’, the campaign has chosen both models to depict a strong and passionate woman, reflecting the brand’s new scent.
The fragrance campaign features both supermodels posed with the fragrance bottle, with a classy red lip and an all red background. Photographed by Tom Munroe, Aboah and Sampaio have joined Cate Blanchett in the ad campaign. It’s no surprise both models were selected considering their background in activism. Aboah’s Gurls Talk online platform gives women of this generation to address issues of mental health and sexuality. Aboah told WWD,
“The campaign depicts a world ‘around women’ that is at the same time vulnerable and strong — as well as Armani chic.”
As for the Portuguese model, Sampaio has experience in speaking her mind as she has partnered with the American Society for the Prevention of Cruelty to Animals. The campaign also features a video online series filmed by Fabien Constant, featuring both models explaining their passions and on how to be an “Sí woman.” Considering their passion for modeling and speaking their minds, it’s no surprise Armani chose these fabulous women to portray the Armani chic.
The fragrance is to launch in the U.S. on April 1, at Macy’s Inc.