Hugo is back in town

Hugo Boss has just unveiled their latest men’s scent under the Hugo label. Scheduled for early 2009, Hugo Element is meant to become a cornerstone for the brand, like the first Hugo fragrance, launched back in 1995. The bottle for this fresh, woody aquatic-aromatic (Givaudan) is in the shape of a highly symbolic “oxygen tank”, and the communication gets its inspiration from some graphic ally designed illustrations. The ad, shot in Buenos Aires, features Jonathan Rhys Meyer in his natural element: the big city.