Colombian singer, songwriter and actor Sebastián Yatra has been named Azzaro’s new global fragrance ambassador, fronting the upcoming Azzaro Wanted campaign, which was shot in Pula, Croatia. The Latin Grammy winner will endorse the new Forever Wanted Elixir scent, becoming the first celebrity face in the brand’s history.
For Yatra, whose music has amassed more than 37.5 billion total streams and 28 million monthly Spotify listeners, the partnership resonates on a deeply personal level.
“It’s a brand that I love, because it reminds me of my father in his golden age,” Yatra revealed. “It is the first cologne that I saw him wear as a kid, in that moment where you see your dad as that invincible figure, where he’s young, but at the same time he’s wise and moving the world.”
Yatra likens applying fragrance to a superhero putting on his cape – an essential ritual before facing the world. “You can’t leave home without your fragrance and smelling amazing,” he explained.
The superstar, known for his chart-topping hits and impressive social media following of over 100 million fans, sees representing the Azzaro man as both “a big responsibility” and a pleasure. His vision of the role transcends mere appearances – focusing instead on sharing love, continuous learning and approaching life with enthusiasm.
This collaboration comes at a time of remarkable growth for Azzaro fragrances. The brand has seen particularly strong performance over the past three years, with The Most Wanted scent (launched in 2021) helping Azzaro break into the top 10 fragrance rankings in both France and the United States, two of the most competitive markets for men’s fragrances.
The original Azzaro Wanted fragrance, which debuted in 2016, has become a powerhouse in the men’s fragrance market. The new Forever Wanted Elixir launches first in the US and France in early March.
