PRESS RELEASES | Jul 20, 2016

BOSS: captures the essence of seduction with mesmerising new fragrance

The inspiration
First there was the men’s fragrance BOSS THE SCENT, a captivating take on seduction from the male perspective. Now, the fashion house, under the creative vision of Jason Wu, Artistic Director for BOSS Womenswear has realized the BOSS woman in BOSS THE SCENT for her – powerful and at the same time uniquely feminine. Reflecting Wu’s approach to BOSS Womenswear, inspiration has been taken from the iconic BOSS cufflink – and the idea that, just with a little twist of the lock, the worlds of male and female could merge easily into one."There’s something incredibly powerful and innately seductive about a woman dressed in men’s tailoring, which only enhances her femininity,” explains Jason
Wu.“ That’s the idea behind this fragrance, which has the power and strength of the male fragrance, but also has a feminine delicacy to it. It’s like they’re playing in a game of equals - man versus woman, both bringing something to the table.”
Wu sought to capture the juxtaposition of male and female in every aspect of the fragrance’s development. Sleek, sophisticated lines of the flacon that flow upwards and culminate in a precious cufflink-inspired jewel at the top – a feminine twist on the BOSS cufflink – whilst contrasting tones of champagne rose juice invite a closer look.

The fragrance
Exuding a sublime feminine elegance, warmth and seductiveness that steadily builds with intensity, BOSS THE SCENT for her skilfully mirrors the story of seduction – from attraction to seduction and finally, addiction – with an irresistibly potent combination of ingredients. With seduction at its heart, the fragrance reflects the interplay between two protagonists drawing closer, sparked by an initial attraction and gradually unfolding to reveal a sensual base with an unquestionably alluring power.

Attraction: Honeyed peach and freesia top notes meet in an exquisite, headturning combination that engages and intrigues both protagonists with an elegant, yet light and delicate appeal – making him want to discover more.

Seduction: As they get closer, warm and sophisticated heart notes of the oriental flower osmanthus start to reveal themselves – and a hidden power beneath. The initially light, delicate allure evolves into a darker, heady quality. This is the catalyst which drives the innately seductive power of the scent.

Addiction: Locked in and powerless to resist, the fragrance unleashes an irresistible base note of roasted cocoa that offers an addictive boost, arousing the senses even further. Exuding intensity and mystique, it expresses the unquestionable chemistry that sees both the woman who wears it and the one she is seducing, succumb to the power of BOSS THE SCENT for her.

The faces
Anna Ewers and Theo James embody the BOSS woman and man in the new BOSS THE SCENT campaign. German model Anna Ewers is the perfect embodiment of the BOSS woman’s dual aesthetic – strong yet sensual, with an ability to captivate wherever she goes. She is the ultimate seductress. Her male counterpart, British actor Theo James, is the personification of the seductive side of the BOSS man: as confident in his physical presence as he is unselfconsciously aware of his natural allure. This combination makes him irresistible.

The campaign
BOSS THE SCENT for her TV campaign was shot by acclaimed American director, screenwriter and film producer, Darren Aronofsky, famous for Requiem for a Dream, Black Swan and Noah. It is a mesmeric creation, filmed in a warm amber light, evoking an atmosphere of sensuality that sees the BOSS woman and man engage in a powerful game of equals. The closer they get, the more they surrender to power of the scent. Photographers Inez & Vinoodh directed the print campaign – images that speak of lingering seduction.