BOSSING IT WITH THEO JAMES
WE HANG WITH THE BRITISH STAR AND NEW FACE OF HUGO BOSS FRAGRANCE, ‘THE SCENT’.
Theo James has clearly made it. Forget his helming of the Divergent franchise. Or the alleged Hollywood romance with Shailene Woodley. No, here, ensconced in W Hotel Barcelona’s lavish, mute-toned penthouse, the actor’s current stature and professed importance is delivered via the number of PRS playing chaperone (fve, not counting two wedged in the suite) and the pair of burly security guards manning the dark red double doors to his room. The OTT approach is at odds with the man himself – an articulate and laidback 30-year-old. Despite the ever-present PRS, he speaks candidly, a subtle hint of cheek underlying his well-constructed responses. You quickly gain a sense that James wraps a necessary dose of objectivity around his current standing – the kind of star it’d be great to steal away for an unfussy interview conducted in a nearby dive bar over a few too many shots. Not that he’d be drinking such rot – his is an old-school charm steeped in top-shelf, single malts (no rocks) and a strong sense of throwback masculinity. Cue him fronting Hugo Boss’ new fragrance, the ingeniously titled ‘The Scent’ (emphasis on The), and the fact the newfound association is a frm ft. “You get offered certain things and they’re not appropriate in any way,” purrs James in a deep, polished British accent. “But if I was going to do anything, it would be something that was going to be a little bit of how I view myself. And this is about masculinity in a classic sense. And I like the idea of that – I’m the opposite of the tweeting, selfe-taking man.”