Boss by Hugo Boss has created a new scent whose advertising campaign converged Theo James, Oscar nominated Director Darren Aronofsky, globally renowned photographers Mert Alas & Marcus Piggott, and HUGO BOSS Creative Director Jason Wu.
The BOSS way of seduction is an art which walks the line between confidence and nonchalance. The new male fragrance is a distinctive statement about seduction that takes the brand’s fragrance into emotional territory rather than intellectual intelligence the brand has traditionally gravitated towards.
The scent boasts notes of ginger and lavender, and an exclusive ingredient: the aphrodisiac Maninka fruit from Africa which is evocative of passion fruit and rum. The special fruit evokes the tug of desire and the pull of memory that is deeper than mere scent.
The accompanying campaign film is produced by the acclaimed American director, Darren Aronofsky, who also produced Requiem for a Dream, Black Swan and Noah. The faces of the campaign are Theo James and Natasha Poly featuring The Weeknd’s “High For This.”
The print ad is photographed by Mert & Marcus, who created the images that speak of lingering seduction and desire.
BOSS The Scent, will be available exclusively at Macy’s retailing for $85. James can next be seen in Allegiant: Part 1.
