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Giorgio Armani and Josh Hartnett Q&A

Josh Hartnett is the face of Emporio Armani’s new fragrance, Diamonds for Men. Here, VF.com gets an exclusive behind-the-scenes look at the advertising campaign as Giorgio Armani talks with the Hollywood heartthrob—who, whether he knows it or not, is the first male celebrity to represent an Armani scent.

Giorgio Armani: We’ve known each other a while. Do you remember the first time we met?

Josh Hartnett: I remember meeting you when I was around 18 years old, and I was at an event in L.A. hosted by Giorgio Armani at Quixote Studios to celebrate the Eric Clapton guitar auction. It was an outstanding moment for me, because in my mind, you are an icon. On top of it all, you had been sending me clothes for a couple years before anyone even knew who I was. You had always been so gracious and helped me out and put clothes on my back. For me, our relationship was a friendship that went beyond just dressing me for the red carpet.

Tell me about your new film August. It recently premiered in New York, correct?

The premiere went exceptionally well. Everyone loved the film. Everyone who had the opportunity to see it really enjoyed it. Now I’m fulfilling another dream being onstage in the West End of London beginning this month in Rain Man. What an electrifying experience—and terrifying.

Giorgio Armani: We’ve known each other a while. Do you remember the first time we met?

Josh Hartnett: I remember meeting you when I was around 18 years old, and I was at an event in L.A. hosted by Giorgio Armani at Quixote Studios to celebrate the Eric Clapton guitar auction. It was an outstanding moment for me, because in my mind, you are an icon. On top of it all, you had been sending me clothes for a couple years before anyone even knew who I was. You had always been so gracious and helped me out and put clothes on my back. For me, our relationship was a friendship that went beyond just dressing me for the red carpet.

Tell me about your new film August. It recently premiered in New York, correct?

The premiere went exceptionally well. Everyone loved the film. Everyone who had the opportunity to see it really enjoyed it. Now I’m fulfilling another dream being onstage in the West End of London beginning this month in Rain Man. What an electrifying experience—and terrifying.

At the same time that August premiered, you were also premiering as the face of Emporio Armani Diamonds for Men—my new fragrance. I wanted someone who was young and masculine and who would reflect the Armani allure. I thought of you right away. What do you think of being the first male celebrity for one of my fragrances?

I didn’t know I was the first—wow—am I really? That’s cool. I’m flattered. On top of that, it’s pretty cool to think that I represent what Diamonds mean to you—strength, power, irresistibility … [Laughs.]

What do you think of this fragrance?

In all honesty, I have never been a huge cologne fan. I like this scent—you know, it’s not as fragrant as a lot of colognes are, and I think it comes across as clean and natural. In a line—it’s easy on the nose.

I am pleased with the way the campaign turned out. How was the experience of shooting it?

It was cool. I first started with Mario Testino, working on the print side. We have worked together a couple of times in the past. I just feel very comfortable with him. The red-carpet scenario is always off-putting to me, and Mario manages to make the uncomfortable comfortable.

When we were brainstorming the TV campaign, I felt like I should work with somebody that I trusted and admired, and that’s how we ended up hiring David Slade, who is a good friend of mine. We had a lot of fun filming—we worked together on 30 Days of Night.

Finally, I know that you just celebrated your 30th birthday recently. What’s next?

To continue with “firsts,” and keep life exciting. I am having the time of my life.

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