There aren’t many (if any) words that hold more power than the word “yes”. It can open doors, change lives and make dreams come true. But too often, we’re scared to say it. We’re afraid of rejection, of failure, of being judged. But what if we said “yes” more often? What if we took more risks, tried new things and stepped outside of our comfort zones? Three words: Yes Man movie. Enough said.
And that’s exactly what Giorgio Armani’s iconic Sì scent is all about. As the man himself says, “Sì is the most powerful word. It is the choice to embrace the infinite possibilities of life and every facet of yourself.” With a whole new look and (refillable) bottle, the scent has also had an intense shake-up, with an ambery, fruity juice packed with juicy blackcurrant, fresh and floral rose damascene, smoky black tea, woody patchouli and creamy vanilla. Chic, sensual and oh-so addictive, it’s a big fat yes (or, should we say, si) from us.
Obviously, we’re obsessing over Sì’s intense new smell, but we’re also crushing hard on the new campaign featuring Stranger Things star Sadie Sink. Donning a cherry red blazer and her fiery, beachy locks, she’s bringing a fresh new edge to an iconic fragrance. Sitting down with Cosmo Middle East, Sadie revealed her fragrance rituals, the importance of perfume in her life and her (rather unusual) favourite smell in the world. Listen in.
Cosmo: What’s your earliest scent memory?
Sadie Sink: I mean, in terms of actual fragrance, I guess I always think about the fragrances my mum and my grandmother used to wear, and, as a little girl, just dreaming of one day wearing perfume myself. I think you hit a certain age when you start playing around with scents and perfumes, and I was around 12 years old when it was something that I started to pick up on.
Cosmo: What are your fragrance rituals?
Sadie Sink: I mean, I go through phases. I’ll stick with one fragrance for like a year, and then I switch it up. When it comes to applying my scent, my ritual is just spritzing two sprays, and that’s it. Just a little touch!
Cosmo: How does it feel to be the new face of Sì?
Sadie Sink: I am really excited. It’s such an iconic fragrance and label. It’s something I’ve grown up seeing on TV and out and about, so it’s a surreal moment to be joining the campaign. Also, to be joining Armani, which is a brand I’ve always loved. The people on the team are all so lovely, so it feels like a very organic collaboration, and I’m excited for what’s to come.
Cosmo: Describe the fragrance in three words.
Sadie Sink: Bold, warm and sophisticated.
Cosmo: What’s your favourite smell in the whole world?
Sadie Sink: This is kind of a weird one, but I love the smell of nail salons. Anytime I step into a nail salon, which isn’t a lot, I just love it. I don’t know what it is, it’s like definitely a chemical or something! But for whatever reason, I love it.
Cosmo: And what about your worst smell?
Sadie Sink: My dog when she gets home from day camp. I love her, but it’s foul. [Laughs].
Cosmo: What role does perfume play in your life?
Sadie Sink: I think it started to play a bigger role in my life as of recently. I think one of the best compliments you can get from a person is, “Oh, you smell really nice”. I’ve definitely been playing around more with scents and finding my signature, because it’s such a nice thing when you can associate someone with a smell. I’ve really been trying to do that for myself. This campaign and the opportunity to learn more about fragrance and what goes into it has been really eye-opening. I’ve learned a lot just from listening to the team talk on set about the process.
Cosmo: Sì is all about the power of the word yes. What’s been your biggest life-changing moment when you said yes to something?
Sadie Sink: I guess the most life-changing “yes” moment would probably be saying yes to a role or something. Maybe in my early years, like with Stranger Things. But that’s kind of an obvious yes, I guess. if you get cast in something like that, then you’re gonna do it! But that would be the most life-changing if you’re taking that literally, because it definitely changed everything.
Otherwise, I guess as a young woman gaining independence and living on my own and travelling. Stepping into adulthood is a big scary yes that we all have to say at some point. It’s a gradual yes, but that’s been the most recent one.
The new Giorgio Armani Sì will be available from October 1st.