Marc Jacobs lastest men’s fragrance, Bang, the designer has striped down and greased up to launch the new fragrance due for release later this July.

“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.”

“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. -Marc Jacobs

The scent has top notes of black, pink and white peppercorns, a heart of primal masculine woods and a drydown of hypnotic elemi resinoid, aromatic benzoin, vetiver, white moss and patchouli.

His last successful cologne, Marc Jacobs for Him, was back in 2002. We’ve been waiting!

Published May 25th, 2010 08:38