Jared at Hugo Menswear 2012 promoting new fragrance 2013

Exciting news: #JaredLeto is the face of our new #HUGORed #fragrance for #men coming 2013.

HUGO Menswear designer Bart de Backer with Jared Leto.

PUSHING BOUNDARIES IN BERLIN AS HUGO FRAGRANCES INTRODUCES THE NEW HUGO RED PERFUME FOR MEN
Berlin became the hub for the pushing of boundaries, as the global media joined musician and actor, Jared Leto, for the exciting press launch of the new HUGO perfume for men, HUGO Red, which will be launched in 2013.

HUGO Fragrances is thrilled to announce Jared Leto as the ambassador for the new addition to the fragrance collection, HUGO Red. Jared has accompanied HUGO Fragrances throughout numerous events in the past year and has become strongly connected to the brand, synonymous with its innovation, creativity and irreverence. HUGO Red is set to follow in the footsteps of the iconic HUGO Man, a bestseller for nearly two decades and its hugely successful follow up, HUGO Just Different.

”It’s been a pleasure to work with HUGO again - I always love working with the team. I am grateful to be part of this process that is so original and energizing. We had a lot of fun shooting the campaign and also at the global press event yesterday.” Jared Leto, HUGO Red ambassador.

“No one could better represent the spirit of HUGO Red than Jared Leto. He is a great example of someone who embraces pressure and constantly pushes his own boundaries in order to achieve new heights of creativity. We are excited to be with Jared again on this journey and work with him on the extra-ordinary new men’s fragrance.” Gerd von Podewils, Global Marketing Director HUGO BOSS Fragrances, P&G Prestige

Always out to innovate, HUGO never disappoints when it comes to choosing ground breaking event concepts and locations that are bold, unusual and daring. The launch of HUGO Red was no exception with guests being presented with an original and exclusive setting. Throughout the event editors from around the world were challenged to utilize their senses to explore what HUGO Red stands for. Beginning with a bold fragrance reveal, they were exposed to the tension created by the signature accords of the perfume. Later, captured in darkness, Jared Leto personally welcomed the guests to witness the iconic flacon reveal, celebrating ground breaking design and innovation, which is at the core of HUGO’s DNA.

Jared Leto’s final message to his guests was “Creativity and pushing boundaries go hand in hand. For me it’s about reinvention which leads me to discover new things – it’s what keeps life exciting. This is the spirit of HUGO Red…I know you are going to love it.”

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