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Si to Freedom

Written by: Zanita Whittington

“To see a World in a Grain of Sand
And a Heaven in a Wild Flower,
Hold Infinity in the palm of your hand
And Eternity in an hour.”
― William Blake

Armani-Si-6Armani-Si-4 Armani-Si-3 Armani-Si-7

My freedom of expression is my own kind of meditation. To be creative, share ideas, dream up concepts – it truly gives me life. I’m delighted to share with you my dream for Giorgio Armani’s Si Parfums, photographed on magical Tokoriki in the Mamanuca Islands, Fiji.

The beauty of fragrance is how it can capture your senses in a  moment and return you again and again. It’s for this reason I love finding a new scent and saving it for the perfect getaway.  I love Giorgio Armani Si for it’s subtle sophistication, where once I loved watery and sugary scents – now I’m favouring those that represent my confidence and femininity.  These elements are also what inspired the mood and feeling behind this post. When the team approached me to create it I was thrilled, not only because I love Si for it’s beautiful scent – but because fragrance is emotional, you’re not really limited to any specific aesthetic.

So what would I dream up if I could become a fragrance campaign for one of my favourites? This is pretty much it.

Si to living your dreams. Si to being in the moment. Si to confidence. Si to creativity. Si to freedom.



Modelling, Concept, Editing – Zanita Whittington

Photography – Gustav Carlson