HUGO BOSS | Your Time is Now

Last week, we were invited to a very special event courtesy of Hugo Boss. Launching #YourTimeIsNow – an invigorating new movement set to energise today’s younger generations to act on their passions to fulfil their goals – we attended a live question & answer session with brand ambassador Zac Efron at a top secret location. Yep – we actually did that!

Inspired by the brands iconic male fragrance, HUGO Man, #YourTimeIsNow will empower the next generation of trailblazers and go-getters to embrace the fresh potential of every day, and make their mark on the world.

Explaining the decision to partner with brand ambassador Zac Efron, the HUGO team described the Baywatch star as “the perfect mix of classic with an urban edge, that would perfectly embody the HUGO man.” Zac had the required style, confidence and charisma to bring this campaign to life for the audience.  “Zac is the ultimate embodiment of modern masculinity. With his impulsive spirit that goes against the status quo, the campaign invites all those willing to take a leap of faith to discover new horizons, now.”

Marking the launch, Zac worked with renowned American director Anthony Mandler on their exciting new campaign against the dynamic backdrop of New York City’s skyline at sunrise. It shows Zac embracing the potential of a new day, taking those important first steps towards achieving his dreams. Here’s a quick behind the scenes glimpse at the campaign to get you inspired…

When asked about what #YourTimeIsNow means to him, Zac Efron explained: “#YourTimeIsNow is about living life to the fullest, shaking things up and embracing every opportunity. It’s a green light to go out and uncover that next adventure; a reminder that there’s no better time to start than now. All you have to do is open your eyes and go for it!”

As well, as our time with Zac, we got to learn more about the iconic HUGO Man fragrance. Clean, intense and refreshing, the fragrance takes its inspiration from the authenticity of nature – crisp, clean notes of green apple, sage and masculine cedar wood to invigorate the senses. On hand to help us really bring this to life were mocktails inspired by the notes of the fragrance – delicious!

Our verdict? With an intriguing mix of classic movie star with an irreverent, urban edge, Zac’s unique style, confident, charisma and wit makes him the perfect advocate for HUGO Man‘s biggest venture yet. Check out the range for yourself in-store or on our website. And remember, don’t wait until tomorrow, #YourTimeIsNow.

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