Grooming

Jimmy Choo's Latest Fragrance Is Here, And It's Already a Classic

The campaign features street artist L'Atlas.
IMAGE JIMMY CHOO
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When Swiss fragrance manufacturer Givaudan's Antoine Maisondieu and Marion Costero were designing Urban Hero, it's clear they were concocting a scent with the modern man in mind. The complicated scent has an underlying hint of mischief while also being sophisticated and sensitive. On top of all that, it's also pretty rebellious.

The result was one that highlighted notes of lemon caviar, black pepper, rosewood, vetiver, grey amber, and leather accord. Each of the ingredients are known to be intense and overpowering, but when combined, it's a very refined and daring concoction.

Photo by JIMMY CHOO.
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Jimmy Choo Urban Hero

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The campaign stars Jules Dedet Granel, a French street artist known as L'Atlas. The painter, photographer, and video artist uses lines and forms to create striking artworks. His artistic style has inspired the fragrance from the imagery down to the packaging—a chrome bottle that comes with a chevron-printed cap.

Compared to Jimmy Choo's other fragrances, Urban Hero is cleaner, more relaxed, and versatile. It works all year round and can take its wearer from day to night. Watch the video below.

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Paolo Chua
Associate Style Editor
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