06/22/08 - The main Italian brands are launching their new perfumes. From Armani’s much-awaited ad campaign starring Mr Hartnett, to the latest from Gucci and Prada...

Emporio Armani Diamonds has been a sales hit – and let’s be honest, having Beyoncé as its image was a huge help. For the launch of the men’s version, Armani knew they needed a young, internationally-recognised, attractive, talented face... Here’s the new Emporio Armani Diamonds ad campaign with Josh Hartnett.

The official launch will be in August, and its container is in the shape of a square diamond. The perfume was created by Jacques Cavallier and has outstanding woody tones with bergamot, pepper, cocoa and vetiver notes.

Prada also made the most of the media frenzy for men’s fashion week in Milan, and presented Infusion D’Homme, the latest creation of prestigious perfumer Daniela Andrier. The best thing about it? Its notes of Tunisian neroli, iris, cedar and its incense base. Its container brings back the vintage look of old Prada packaging.

Finally, there is Gucci by Gucci for men, one of this season’s fragrances. Without a doubt, Gucci has managed to become a point of reference in men’s fragrances. This time, under the direction of Frida Giannini, the prestigious perfumery Givaudan has given their usual woody tones a touch of cyprus, bergamot and violet. The intensity is heightened even more by the tobacco and elemi notes.

The bottle is glass and is finished with a symbol created by Giannini herself.

The ad will star James Franco and will be directed by Jan Wentz… We’ll soon see it – but a little bird has told us that James Franco will appear in true James Franco style...