JONATHAN BAILEY IS THE MARTINI MAN

words by FELICITY CARTER

Jonathan Bailey made his debut as the new face of MARTINI at an intimate aperitivo in Milan, launching a multi-year partnership with the Italian drinks house for an evening of old-school glamour, with a side of mischief.

Fresh from a string of acclaimed screen and stage performances, Jonathan Bailey stepped into his new role as the MARTINI Man at Palazzo Chiesa in Milan, where fellow actors and creatives gathered for an evening celebrating Italian aperitivo culture and the brand's move. Instead of a traditional campaign launch, the event centred on conversation, and Bailey was joined by Simone Marchetti to talk all things personal style, the appeal of aperitivo hour and how to embrace elegance in everyday life.

Founded in Turin in 1863, MARTINI has been part of Italian aperitivo culture for more than 160 years, becoming as recognisable as the spritz itself. Bailey, whose performances have made him one of Britain's most sought-after actors brings a fun, contemporary take to the role.

During the evening, guests were served MARTINI Bianco Spritzes as an exclusive preview of the new campaign introduced Bailey's partnership with the brand. The collaboration will continue through TERRAZZA MARTINI, with the travelling aperitivo concept visiting Barcelona, Berlin, St Tropez, Venice and New York.