Jimmy Choo launches Urban Hero fragrance

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Jimmy Choo has created a new masculine fragrance, an ode to the mysterious and confident Jimmy Choo man. The Jimmy Choo man is an artist at heart, and combines sophistication and sensitivity with a hint of mischief.

The woody aromatic eau de parfum is inspired by the urban environment, and was designed by Antoine Maisondieu and Marion Costero of Givaudan. Top notes of lemon caviar blended with black pepper give way to rosewood and vetiver, revealing the artistic side of the Jimmy Choo man, before fading to a base of grey amber with a rebellious hint of leather.

Perfumiers Maisondieu and Costero explained, “We wanted to create a modern urban signature, in order to capture the spontaneous nature of street art, using blends of colors and textures, the way that street artists do.”

The face of the new fragrance, Jules Dedet, aka L’Atlas is a world-renowned French street artist who bases his work on the calligraphy of different cultures from around the world. His artistic sensitivity and rebellious nature sum up the heart of the Jimmy Choo man, expressed in the motto, “Urban Hero.”

The glass bottle is crafted in the shape of a flask, partially clad in mirror-effect chrome metal – a tribute to the metallic paint used by street artists. The box is embossed with a linear design inspired by the works of L’Atlas, with contrasting shiny and matte varnishes to give the effect of a city landscape.

Jimmy Choo Urban Hero launches nationwide this September, priced at £33 for 30ml, £49 for 50ml, and £70 for 100ml.

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