Channeling Tom Ford, Marc Jacobs is striping down to sell Bang, his new men’s fragrance. WWD says the ads feature Jacobs posing “naked on a silver Mylar bed — with only an oversize bottle of the fragrance for modesty’s sake.” Jacobs gave WWD the scoop:
“Robert [Duffy] 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.”
“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.”“This fragrance ad isn’t about some chiseled face on a beach — that approach wouldn’t be in line with what we’re doing,” said Jacobs. “This fragrance is for a contemporary guy, who, even if he isn’t young, has a younger spirit.” However, he’s realistic about how widely the almost-full monty ad will be shown. “I think more people are going to see [the Midwestern] version of the ad,” he said with a laugh.
Next came the development of the juice. “I wanted to do something that I would love,” said Jacobs. “I particularly like spice notes, especially pepper, so that became a starting place.”
Available as Eaux de toilette in two sizes, 1.7 oz. for $55 and 3.4 oz. for $75; a 5.2-oz. aftershave balm, $40; a 6.7-oz. hair and body wash, $25; and a 75-g. deodorant stick, $22. The fragrance launches on July 30th at Bloomingdales and Marc Jacobs stores. The ads hit in September.
Click for more, including Jacobs’s plans for men’s underwear…
As for what’s next? WWD adds “Jacobs noted he and Duffy hope to do underwear and lingerie next. “’hat’s a very exciting category — we feel it’s fashion and not just underwear,”’said Jacobs. ‘Whether it’s a boy and you see the top of his underwear under jeans that have ridden down …it’s fashion…that’s a category that really interests me.”
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