Viktor&Rolf picked singer-songwriter Jacob Whitesides as the face of its new fragrance for men launched worldwide this week.
“With our new fragrance for men, we want to showcase the power of scent and continue to play with opposites, which is so innate to our DNA,” said the brand’s founders Viktor Horsting and Rolf Snoeren. “Jacob’s raw appeal and energy as well as his sensual yet mysterious masculinity made him a natural match for us.”
The pair considered the emerging artist ideal with his “edgy, broody aesthetic” representing the “youthful masculinity” of Viktor&Rolf’s new men’s scent, “striking a balance between strength and virility, elegance and sensuality, playfulness and self-awareness”.
Aged just 21, Jacob Whitesides has already achieved significant success in the recording industry. With a powerful voice and a sense of independence instinctive to Generation Z, he works hard at allowing his audiences to get to know him and his art up close and very personal: both online, with “no filter” daily interaction with close to 6 million social media followers, and during his intimate live shows.
“I was honoured to be contacted by Viktor&Rolf – it was a huge moment for me,” said Jacob Whitesides.
“I am mind-blown by the designers’ commitment to bringing to life their artistic vision for the new fragrance, which I relate to when I work on my music, or a tour or a video.” he said.
Guillaume de Lesquen, international GM at Designer Brand Fragrances, described the star as “a born digital influential, redefining how artists share with their audience.
“His magnetism and modernity make him the perfect fit to embody the sensual, edgy and spicy masculinity of this new fragrance.”