BOTTLED SUCCESS

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

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. hugoboss.com Δ