His colleague Tom Ford has been sniffed at for appearing in his own fragrance ads, but designer Marc Jacobs is topping it off by appearing sans clothes.
Women's Wear Daily reports that for Jacobs, who is only covered by a strategically placed, oversized flacon, it was a matter of stressing how personal his latest fragrance was (a popular trend in perfumes right now).
He told the paper: "Men's fragrance, unlike women's in a certain way, is very personal. It's a layer on top of skin - for women, it can be like changing a makeup color, but not for men." He also added that "we tried it with clothes, but it didn't work."
While it was his business partner, Robert Duffy's idea to pose naked ("Marc, you look so great now - you should be the model for men's fragrance."), it was photographer Juergen Teller who came up with the scenery and especially the silver Mylar bed, which Jacobs says, gives the ads its "bang," which is also the name of the fragrance.
The campaign will bow in September - with many publications likely running the less provocative version, which shows Jacobs from the shoulders upwards - but the fragrance will already be available from late July.