News & Trends: Marc Jacobs is entering the luxury men's fragrance arena with a Bang! Plus there's the provocative ads featuring the designer himself wearing nothing but an oversized bottle.
While not many professional designers use themselves as the face of their brand, Marc Jacobs lent his body to the adwork. He explains why:
"Robert and I work closely with Coty on these projects, and he said, 'Marc, you look so great now - you should be the model for men's fragrance.' My immediate reaction was, I don't know. But then I came to see that it made sense ... Once I agreed to be the model, I couldn't see what I would wear to express this. We tried it with clothes, but it didn't work. Then Juergen [Teller, who shot the campaign] had the idea for the silver Mylar, and it all came together. The silver Mylar also gives it that flash, that bang ... As a word, it has so many connotations, including a sexual connotation."
The fragrance will be available in July, with the ads hitting in September.