Hugo Boss has created the perfect storm of celebrity to launch BOSS THE SCENT today. The Divergent franchise star Theo James will be fronting the campaign made up of still images shot by the globally renowned photo duo Mert Alas & Marcus Piggot, and a video spot directed by Darren Aronofsky, known for his genius in The Black Swan, The Wrestler, and Requiem For a Dream. What’s more, the film is scored by current radio favorite The Weeknd, and his newest single, “High For This.”
“I don’t have a favorite ingredient,” Mr. James told The Observer exclusively of the scent. “I like the smell of [the scent] because for me, it has the more masculine tones. It has the kind of deeper, leathery, chocolaty tones which I find more interesting.” The scent is, indeed, masculine, and includes an exclusive ingredient called Maninka fruit. “The aphrodisiac Maninka fruit, originating from Africa is evocative of passion fruit and rum,” the brand said in a release. “However, the Maninka also evokes something deeper and more profound: the tug of desire and the pull of memory.”