Because It's You Perfume

• 
  Matilda Lutz Armani Because It's You
  2017
• 
  Matilda Lutz Armani Because It's You
  2017

Fragrance Editorials

That's Amore
Boy meets girl - in this case James Jagger meets Matilda Lutz - and the pair swiftly recognize they're better together. Available now, the rose and vanilla scents of Because It's You, for her, and the spicy notes of Stronger With You, for him, re-create this love story with two new fragrances, by Emporio Armani. ($69 for 1.7 oz.; giorgioarmanibeauty-usa.com)

PHOTO: Behind the scenes of Emporio Armani's new fragrance campaign with James Jagger and Matilda Lutz.

(S.H.G. "Vanitites: Beauty Summer Loving." Vanity Fair Summer 2017: 47)

Chemistry Set
Emporio Armani taps James Jagger and Matilda Lutz - a pair of stars with fashion in their DNA - as the faces of a new his-and-hers scent duo.

"It's easy to be excited in love when it's new and you're infatuated, right?" says actor James Jagger, with a sly smile. "But it's more challenging to keep it romantic as you develop and grow."

Jagger, who stars alongside buzzy Italian ingenue Matilda Lutz in a short film for Emporio Armani's new fragrance duet - "Because It's You" for women and "Stronger With You" for men - is talking about the story line of the campaign, which finds the two dancing on the roof of an idling New York City taxi and making out atop a vertigo-inducing, swaying construction beam. The big idea is that they're not portraying a fling, or the first heady flush of love, but rather a couple - well, the romance-novel version of a couple - reimagining their version of a wild first date. Hey, sometimes you have to shake things up.

... the brand's biggest image-building initiative by far is the scent duo. "Fragrance is the natural complement of a designer's vision," Mr. Armani says (though the maestro himself says he rarely wears the stuff). The new women's eau is laced with black cherry and Guatamalan patchouli; the men's with cedar, chestnut, and pink pepper. They're conceived to be worn in tandem on a couple, maybe even to share a vanity shelf.

Over lunch in L.A.'s Laurel Canyon, Milan native Lutz - who earlier this year debuted stateside in the latest sequel of horror franchise The Ring - recalls that her father, a former model and now a New York-cased fashion photographer, once posed for an Emporio Armani campaign. "Another coincidence? I was hired by a magazine at 16 to interview Beyonce" about being the celebrity spokesperson for Emporio Armani Diamonds, Lutz says. "So this just feels surreal." ... Jeans-and-Vans girl Lutz is still adjusting to dating in the City of Angels. "In Italy, you don't have to have a 'conversation' when it starts getting serious. It just happens naturally," she says with a perplexed smile. "But when I do make a connection, I don't pull back or play games. In love, I go for it."

(Corcoran Harel, M. "Chemistry Set." Elle July 2017: 132-133)

Vanity Files
The latest in makeup, skincare, and hair

Status Update - MATILDA LUTZ & JAMES JAGGER
The stars of Armani's latest fragrance campaign share their thoughts on the new scents - and other aromas.

On Armani Because It's You, for her:
LUTZ - "The combination of vanilla, rose, and musk is so appealing."
JAGGER - "It has a subtle hint of raspberry that's sophisticated without being too sweet."

On Armani Strong With You, for him:
LUTZ - "I usually wear men's fragrance, so it wasn't unusual for me to love this; the spices in it are memorable."
JAGGER - "It has a fresh woody and spicy note that I find very elegant."

Home fragrance:
LUTZ - "I have Diptyque candles everywhere; the Figuier and Baies are my favorites."
JAGGER - "I like to burn Japanese incense."

Sexiest scents:
LUTZ - "I just returned from Morocco, and they use rose oil in almost everything; it's the sexiest scent."
JAGGER - "Petrol - no joke. I'm a huge motorbike, motor-sports, and car junkie."

EMPORIO ARMANI Because It's You Eau de Parfum, $69 (armanibeauty.com)

(Goldstein, J. "Vanity Files." Marie Claire June 2017: 89)