Theo James Named The New Face of Hugo Boss Fragrance

Hugo Boss celebrated the launch of a new scent—BOSS The Scent—yesterday in Barcelona and named Theo James the new face of the brand. Theo James is an actor and star of the darkly Dystopian Divergent movie series. Could Hugo Boss have a dark, moody scent in store for us?

Though there is scarce information about the scent itself, the new fragrance will be “the most seductive scent to date” according to the brand’s Twitter feed.

The star follows in the footsteps of Gerald Butler and Ryan Reynolds as the face of the brand. With two more Divergent movies in the future, we’ll be seeing a lot more of Mr. James.