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A resolutely modern men's cologne, a cool ocean breeze blowing over warm sand; emerging from the waves, the sun and the earth of the volcanic Mediterranean island of Pantelleria, where Giorgio Armani has his summer villa. The success of Aqua di Gio, Gio being Armani's nickname used by family and friends, lies in its transparency, its contemporary expression of masculinity, and its serene aromatic aura of herbs, woods and marine notes; but also the brilliant black & white advertising images which have tapped into our collective unconscious, making it the epitome of the fresh, watery, exhilarating cologne for warmer weather and casual wearing.