This fall, Giorgio Armani unveiled MY WAY, a fragrance – created by perfumer Carlos Benaim – that encapsulates a new vision of femininity that is both profound and free-spirited, designed with a commitment to sustainability. I was curious what was behind this marketing concept.

Building an eco-conception mind-set and a continuous reduction of environmental impact, the launch of the new fragrance marked the beginning of a new commitment for Giorgio Armani: fighting against climate change and the erosion of biodiversity.

«I believe that environmental issues should be close to everyone’s heart, now more than ever. There is no way we can ignore the fact that the future of the younger generations depends on our choices. I believe that enriching experiences, capable of creating real progress, come to be through exchanges between cultures.» – Giorgio Armani

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