Marc Jacobs is baring his all for his new men’s fragrance, literally.
To make a point that the new fragrance, Marc Jacobs Bang, is a personal passion, Jacobs will appear in his own advertising for the first time, lying naked on a silver Mylar bed — with only an oversize bottle of the fragrance for modesty’s sake. And it’s only one of many projects the designer has up his sleeve — he also is eyeing men’s and women’s underwear as well as color cosmetics.
This story first appeared in the May 21, 2010 issue of WWD. Subscribe Today.
Posing nude was business partner Robert Duffy’s idea, said Jacobs on Thursday in an exclusive interview. “Robert 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. But then I came to see that it made sense. Men’s fragrance, unlike women’s in a certain way, is very personal. It’s a layer on top of skin — for women, it can be like changing a makeup color, but not for men.”
“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.”