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LONDON — The launch of Bang, Marc Jacobs’ latest fragrance, went off, well, with a bang at Harvey Nichols department store here Thursday night.

Model-cum-DJ Jesus Luz spun a thumping soundtrack as PYTs, including Daisy Lowe, Jaime Winstone and Diana Vickers, sipped cocktails and awaited the arrival of the designer, who received a rock-star welcome. (The crowd also went wild when Luz played a Madonna track to wrap up his set.) If canapés seemed to do several rounds of the soiree before being nibbled, it was perhaps because partygoers were conscious of their waistlines, having gotten an eyeful of Bang’s advertisement, which stars a very toned Jacobs in the buff.

This story first appeared in the July 23, 2010 issue of WWD. Subscribe Today.

“More power to him if he’s got the balls to do it,” said Mischa Barton of the ad, which also features a strategically placed factice. “I think it’s a cool statement.”

Beth Ditto, who knows a thing or two about the subject of baring it all, having posed in the nude for the cover of Love magazine, offered her two cents on how to look good naked. “Stand up, don’t sit down,” she said, while holding court with popstrel Pixie Lott in the party’s VIP section as Jake Shears took over DJing duties.

Winstone, meanwhile, proclaimed she would only strip to promote a scent if it was called Naked and Beautiful.

Standing next to his image, Jacobs was unabashed.

“I’ve exposed myself to that point and beyond many times,” he said with a grin. “It’s not the first time I’ve taken my clothes off for a picture.”


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