Italian fashion house Versace reunites with photographer Bruce Weber for the premier campaign of its new men’s fragrance, Dylan Blue. The advertisement takes on a timeless and rebellious cool with protagonist, Trevor Signorino. Sporting a leather biker jacket, black skinny jeans and a tank, the model is front and center in a black & white image. Gigi Hadid also joins Trevor for the campaign.
As a fragrance, Dylan Blue boasts a woody aroma with hints of citrus, bergamot, grapefruit and fig leaf. Easily described as Mediterranean with aquatic notes, the new scent also features violet leaves, black pepper, saffron, and papyrus.
Providing more information about the fragrance, Donatella Versace explains, “Dylan Blue is the essence of the Versace man today. It’s a fragrance full of character and individuality, an expression of a man’s strength and also his charisma. I love how it takes traditional notes and scents and makes them totally modern, totally fresh for today, and tomorrow.”
Talking about the art direction of the advertisement, Weber shares, “I’ve been watching lots of movies lately where the actors are mixed martial arts fighters. It seems like they are always proving themselves, so that the women characters will fall in love with them. I thought it would be interesting to do some photographs and make a film that dealt with this kind of relationship.”
Discussing the emotional aspect, Weber continues, “Many women I know really respect the sensitivity and vulnerability of men. I wanted to show that men can have these qualities while remaining very strong and disciplined—like great athletes—and still fall in love with the girl of their dreams. For me, Versace has always represented this kind of driving passion. That’s why I’ve always loved working with them—they give photographers and filmmakers like me the freedom to imagine a big life.”