How to sell a men’s fragrance? Versace Tip: Put Gigi Hadid in the ad campaign.

We’re seeing Hadid everywhere, from her recent Vogue shoot to now Versace’s campaign for their new men’s fragrance, Dylan Blue. Surrounded by four male models, Hadid acts as the men’s love interested in this aromatic campaign.

Photo by Bruce Weber via WWD
Photo by Bruce Weber via WWD

Versace tapped photographer Bruce Weber for the gig as Weber has a long standing relationship with the brand, having photographed both Versace’s men’s and women’s fall collections. Weber tells WWD, ““I’ve been watching lots of movies lately where the actors are mixed martial arts fighters. It seems like they are always proving themselves, so that the women characters will fall in love with them.”

The photographer continues, “I thought it would be interesting to do some photographs and make a film that dealt with this kind of relationship. Many women I know really respect the sensitivity and vulnerability of men. I wanted to show that men can have these qualities while remaining very strong and disciplined — like great athletes — and still fall in love with the girl of their dreams. For me, Versace has always represented this kind of driving passion. That’s why I’ve always loved working with them — they give photographers and filmmakers like me the freedom to imagine a big life.”

So, what can we expect? The sculpted figures of male models Alan Joubon, Louis Solywoda, Trevor Signorino and Filip Sjunnesson vying for the love of it-model Hadid as motorcycles whiz past the scene. It is an image that says, ‘I am confident in my masculinity, enough that I can hop off my well-oiled machine and follow the tugs of my heartstrings.’ We’ve got chills just thinking about it.

Donatella Versace comments on the new fragrance, ““I love how Dylan Blue captures such an evocative world of Versace masculinity. I have always believed men should be strong, passionate, proud, expressive, unafraid.”

“I love that in today’s world, men feel able to reveal their true natures, to share their passions and their beliefs. It’s there in the fragrance, which is strong, fresh, seductive. It is there in the bottle design, which is powerful, distinctive. It is there in the beautiful, individual young men who feature in the campaign. It is there in the martial arts fighters who appear, and who prove their strength every day,” the designer explains.

The aroma of ‘power’ and ‘seduction’ is encapsulated in a simple square of Mediterranean blue. A golden Medusa head, which marks the Versace brand, plants itself in the center of the bottle, while a matching gold caps the fragrance.

Joe Mckenna will also hop aboard Dylan Blue’s love train as Versace taps the stylist for the short film that will accompany the print ads. The film will also introduce a new host of cast members into the fold, including Travis Conover, Levi Morgan, Nic Thompson, Lukasz Grabowski and Adam von Rothfelder. Hey Hadid, we’re sure Zayn won’t mind your nine professionally styled suitors.

Versace licensed the fragrance to Euroitalia, who will exclusively introduce the pour homme fragrance to Harrods on July 26th. President Giovanni Sgariboldi says Dylan Blue will be available at all Versace boutiques and further distributed to 15,000 select stores globally. Its retail price will range from $49 for the 1-oz. Bottle or $133.80 for the 6.7-oz. With a shave gel, deodorant and fragranced bath and shower gel added to the collection, Dylan Blue is projected to reach wholesales of $44.2 million.

WWD reports that Dylan Blue is a Fougère fragrance with a woody scent. Notes of bergamot from Calabria, fig leaves, grapefruit and aquatic scents are present as well. The heart is made up of violet leaves, papyrus wood, black pepper, organic patchouli and ambrox, while the base emotes musk with tonka beans, mineral accents, pyrogene incense and saffron.

You can start sniffing around stateside come early August before Dylan Blue reaches Europe in September.

On the matter of who Hadid will choose? Our bet’s on the boy in Dylan Blue.

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