Hugo Boss' New Scent

Hugo Boss' New Scent

Things get sensual between Theo James and Natasha Poly for Boss The Scent

Things get sensual between Theo James and Natasha Poly for Boss The Scent

Today, Hugo Boss debuted their new men's fragrance, BOSS THE SCENT, and announced with it that British actor Theo James would be their inaugural front man. James is the current leading man of the Divergent film series, and also appears in the fragrance's first campaign film directed by Darren Aronofsky, the visionary behind Requiem for a Dream, Black Swan, and Noah. The video also features model Natasha Poly and is soundtracked by The Weeknd's High For This, off of the singer's House of Balloons mixtape.  The accompanying print campaign was lensed photography duo Mert Alas and Marcus Piggott.

If you're wondering about the cologne's scent, it's said to smell of ginger, lavender, and the aphrodisiac Maninka fruit.  With BOSS THE SCENT, the brand hopes to signify a different type of seduction, more specifically, perfect balance between confidence and nonchalance.

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