Jonathan Bailey has officially stepped into his new role as the MARTINI Man, making his debut at an exclusive aperitivo event in Milan this week. The appearance marked the start of a new multi-year partnership between the actor and the iconic Italian brand, unveiled at Palazzo Chiesa in the heart of the city. Bailey also drew attention with a newly clean-shaven look, his first public appearance without facial hair since 2024, adding a talking point to an already high-profile evening.
The intimate Milan gathering brought together leading figures from fashion, culture, and entertainment, including Maxi Iglesias and Chiara Galiazzo. Guests were welcomed with MARTINI Bianco Spritz cocktails and an early look at the new campaign introducing Bailey in his new ambassador role. He also joined Simone Marchetti, Vanity Fair Europe Editorial Director and Vanity Fair Italia Editor-in-Chief, for a conversation centred on Italian style, aperitivo culture, and what the MARTINI Man represents today.
The event spotlighted the MARTINI Bianco Spritz, a light serve combining MARTINI Prosecco, MARTINI Bianco, and soda, finished with lemon, mint, and strawberry. It sits at the centre of the MARTINI Spritz Collection, which continues to build on the brand’s long-standing association with aperitivo culture and contemporary Italian social rituals. First created in Turin in 1863, MARTINI remains one of the world’s most recognisable aperitivo houses, known for its vermouths, sparkling wines, and global cultural presence.
Following the Milan debut, the MARTINI lifestyle will continue through TERRAZZA MARTINI, a travelling aperitivo pop-up visiting cities including Milan, Barcelona, Berlin, St Tropez, Venice, and New York. You can find out more about MARTINI and upcoming experiences right here.
