Hugo Boss is get­ting its fans ready for a stylish sea­side ad­ven­ture next year.

Robb Report (Malaysia) - - Style - By RE­BECCA MOR­RIS

Our sense of smell guides our mood, so it’s no sur­prise that style icon Hugo Boss has been suc­cess­fully sell­ing men’s fra­grances for the past 20 years as the fin­ish­ing touch to its fa­mous suits. Its fra­grance port­fo­lio is also the key­stone of its Man of To­day cam­paign, which was launched to spark de­bate about what it means to be a man in the mod­ern world.

Now, in the 2017/18 stage of its cam­paign, Boss Bot­tled, which the com­pany de­scribes as “the inim­itable spirit of a Boss suit in a bot­tle”, aims to em­power men to show who they are through their ac­tions. And to front the project as its new global fra­grance am­bas­sador, it has cho­sen Aus­tralian ac­tor Chris Hemsworth, famed for his role as Kim Hyde in TV’S Home and Away, his more re­cent film por­tray­als of Marvel Comics’ su­per­hero Thor and, says the fash­ion brand, as “a man who con­sis­tently acts by his own codes of in­tegrity and re­spect”. Hemsworth says: “The Man of To­day cam­paign is all about rep­re­sent­ing the idea that ac­tions speak louder than words. It’s some­thing that I’ve al­ways tried to em­body and live my life by. It’s some­thing that my par­ents be­stowed upon me and some­thing I try to do with my kids as well. It’s about the qual­i­ties of hon­esty and in­tegrity.”

The Man of To­day cam­paign con­tin­ues dig­i­tally next year with a multi- plat­form cam­paign that will en­gage global in­flu­encers who give their take on what mas­culin­ity means to them to­day. To ac­com­pany this lat­est in­car­na­tion of the cam­paign is a lim­ited Col­lec­tor’s Edi­tion, Boss Bot­tle Man Of To­day eau de toi­lette. Woody tones lie at the heart of a com­plex fra­grance struc­ture that evolves hour by hour through­out the day and re­flect a con­tem­po­rary mas­culin­ity. The fra­grance is avail­able from lead­ing de­part­ment stores at S$128 for a 100ml bot­tle and S$102 for 50ml. www. hugo­b­ Δ

The fra­grance has a fresh and fruity top note and a warm, spicy flo­ral heart – and pos­sesses a mas­cu­line spirit em­bod­ied per­fectly by ac­tor Chris Hemsworth (fac­ing page).

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