On top of One Times Square, invitees took in the breathtaking views of the city skyline and experienced an intimate surprise announcement from Joe Jonas & the legendary Kenneth Cole in their collaboration for their new Men’s Fragrance, INSPIRE.
A magical time in New York City, as Gotham begins to switch from Summer to fall, attendees flowed through One Times Square to bask in stunning views and a surprise collaboration announcement with Kenneth Cole and Joe Jonas. On Tuesday, September 22, Joe Jonas and Kenneth Cole celebrated the launch of their new men’s fragrance, INSPIRE, with an exclusive VIP launch event at the top of One Times Square in New York City. Built in 1904, One Times Square is best known as the home of the New Year’s Eve ball drop and has been a tradition for 119 years since it first started on December 31, 1907. The perfect staple to mark a historic moment for Joe Jonas fans and Kenneth Cole lovers.
NEW YORK, NEW YORK – SEPTEMBER 22: A view of the Times Square Billboard as Kenneth Cole launches Inspire Fragrance with Joe Jonas at One Times Square Skywalk on September 22, 2026 in New York City. (Photo by Cindy Ord/Getty Images for Kenneth Cole Fragrances)
The evening marked the official launch of INSPIRE and the debut of its global campaign, starring Jonas as Kenneth Cole’s newest Global Brand Ambassador. Guests joined Jonas and Cole for the unveiling of the campaign film, featuring an original song created for INSPIRE, and were among the first to experience the new fragrance. Both award-winning designer Kenneth Cole and Grammy Award-winning artist Joe Jonas shared speeches on how easy it was working together and letting the creative ideas flow with one another. “Honestly, I came up with this idea and thought maybe it was crazy, but I knew with Kenneth Cole and his team it was going to be effortless,” Joe Jonas said beaming.
The fragrance, also developed by perfumer Christine Hassan in partnership with Parlux, has top notes of bergamot, lemon and grapefruit; middle notes of rosemary, cypress and black pepper; and base notes of cedar wood, oak moss and amber. It’s bottled as an eau de toilette (with prices ranging between $18 and $75) as well as a $15 body spray. The room was filled with insightful conversations in support of the release as attendees mingled, listened to music, and got lost in the aroma of the signature scent. From a custom key charm station, which boasted mini radios for the song specifically made for this launch, a fun photo booth, and a beautifully curated bar with long white stem roses, guests watched Joe Jonas’ latest music video. On the black carpet, notable guests arrived to support the partnership, including KJ Dillard, TV Personality & Kenneth Cole Ambassador, Summer House, Kaitlyn Bristowe, TV Personality, Podcast Host, Charity Lawson, TV Personality, The Bachelorette, Katie Thurston, TV Personality, The Bachelorette, Ally Shapiro, Internet Personality, Ben Taylor, Internet Personality and ROSIE, Music Artist.
INSPIRE is available now at select Nordstrom stores and online, Nordstrom Rack stores and online, and KennethCole.com.
