Hugo Boss has unveiled its latest masculine fragrance, “Boss The Scent,” revealing a new side of the Boss man.

Drawing inspiration from the desires of women, the new Boss seducer takes his time. More mature, he remains passionate but has become more refined, gentler. This sensation shines through in Boss The Scent.

This eau de toilette has a secret ingredient which comes straight from South Africa: Maninka, a fruit lauded for its aphrodisiac qualities. Close to passion fruit and rum, Maninka releases scents of lavender and spiced ginger. The scent of burnished leather brings up the rear.

Theo James, the face of Boss The Scent

To bring this new fragrance to life, Hugo Boss turned to British actor Theo James, best known for his role in the “Divergent” saga. The 30-year-old heartthrob stars in the campaign alongside supermodel Natasha Poly.

The print campaign was shot by famous duo Mert Alas & Marcus Piggot under the artistic direction of Jason Wu.

The video campaign was shot by Darren Aronofsky, the director of acclaimed films “Black Swan” and “Requiem for a Dream,” among others.

Boss The Scent will be available at a price of €65 for 50ml, €89 for 100ml and €119 for 200ml.