Kenneth Cole has appointed Joe Jonas as the global brand ambassador for its new men's fragrance, "Inspire," developed in collaboration with Parlux. Christine Hassan, a perfumer at Givaudan, created the woody aromatic scent which features a blend of citrus, aromatic spices, woods, and amber. The top notes include bergamot, lemon, and grapefruit, while rosemary, cypress, and black pepper form the heart, and cedarwood, oakmoss, and amber comprise the base.
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The launch represents a shift in Kenneth Cole Fragrances' retail strategy, with Inspire set to debut across Nordstrom Rack stores nationwide, in addition to select Nordstrom locations and their respective websites. The fragrance is expected to expand to international retailers and broader distribution in the U.S. and globally.
Kenneth Cole remarked, "I've always believed convention is more fun to challenge than follow—in fashion, in business and in how we show up in the world. We created Inspire to bring that spirit to fragrance, and Joe is our creative partner in bringing it to the world. He shares the confidence, creativity and belief in not taking oneself too seriously."
Jonas was involved in shaping the campaign from concept through execution, including an original song produced for the launch. Directed by Anthony Mandler, the campaign is anchored in New York City, where Kenneth Cole was founded, and included a teaser campaign that generated speculation about Jonas' participation. The rollout featured a countdown website, guerrilla-style promotions, and a billboard stunt on the New Jersey Turnpike, culminating in the fragrance reveal.
The launch continues with promotional pedicabs, a takeover at One Times Square, and an event featuring Jonas meeting fans. Lori Singer, president of Parlux, noted that Jonas not only brings significant star power but has also been a true creative partner since the beginning of the project. She stated, "We saw an opportunity to go beyond a traditional fragrance campaign and create something that would capture attention, spark conversation, and invite people into the world of Inspire. Joe embodies the spirit of confidence and individuality, bringing his humor and creativity to every stage of the process. Together, we've created a campaign that we believe will attract a new audience to Kenneth Cole Fragrances and generate meaningful momentum for the brand."
Earlier in the year, Kenneth Cole collaborated with KJ Dillard, a television personality and former professional skateboarder, for an installment of its Purposeful Voices campaign.