June GQ visits Giorgio Armani in Milan to talk about his “new classic” scent for men, Attitude.
The old orange face with the white veneers explains the mood resonators of his latest creation: Sicily (the lemons), the ‘30s, Old Hollywood and … George Clooney. The monochrome bottle resembles a vintage cigarette lighter – just to look at it and I think of some old Tinseltown actor coughing up blood and phlegm from years of nicotine abuse. Don’t you just love the crunch of a smoker’s cough as his (or her) rib cage tries to contain the body’s desire to explode? I’m certain that Armani did not intend me to make this association, but such is the peril of redolence: it’s very subjective.
He would have us believe that Attitude is an olfactory connotation of the Med, sincerity, movie masculine glam, citric freshness and the light and dark of the Guggenheim Museum. Indeed GQ helpfully offers a collage of different images to this end, including a still of Randolph Scott’s old boyfriend Cary Grant snogging, I think, Ingrid Bergman.
But nowhere do I see images of the Orient. For, as the Now Smell This site suggests in its review of Attitude: “Although it's classified as a modern fougère, the fragrance is closer to an oriental scent.” Ooops. I can’t think that Armani intended his fragrance to head East when his focus is on the cultural West. Never mind. Just don’t tell L’Oreal who bankroll his imaginative crap.