The New Face of Hugo Boss is the Perfect Man for the Job

It's all about not trying too hard.
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It's all about not trying too hard.
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After obtaining a degree in philosophy, Theo James found himself better suited to the entertainment industry than the classroom. Following enrollment at a theater university in England, the young actor landed a feature film role in Woody Allen's You Will Meet a Tall Dark Stranger  for his first big break, and the rest is history. Though fairly new to the game, Theo was learning, and learning quickly. "I think everyone in no matter what career you do should still be learning," he told Maxim. "I started in 2010 and it just happened. You're up for seeing what's out there, and as you get a bit more experience, you're able to shape your career and think carefully about your next steps."

Clearly, the up-and-comer is taking those steps in the right direction. Following his appearance opposite Kate Beckinsale in 2012's Underworld: Awakening, Theo stole the screen in the first installment of the extremely popular Divergent franchise. While his film roles usually place him in some twisted dystopian future, the handsome 30-year old Brit lives in the now, and is ready to tackle his next project: being brand ambassador for Hugo Boss. Representing "Boss the Scent," Theo is the perfect choice to exemplify classic style and masculinity, giving his best "Blue Steel" in the new ad with Russian runway model, Natasha Poly. Combine that with direction from Darren Aronofsky and a sultry song from The Weeknd, and you've got yourself a cologne men want to buy. We sure do.

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Theo talked to Maxim about doing what makes you feel comfortable, society's influence on fashion, and his role in the new Hugo Boss campaign.

How does that style fit into your everyday life? Do you focus a lot on how you look?

Whether you are on a carpet or doing interviews, it is important to feel confident in what you are wearing such as a well-cut suit. I know that sounds kind of douchey in a way, but it is quite important because there is scrutiny. That’s the nature of the business, and as a result you have to feel good. You need to wear what makes you feel comfortable. I like it fairly classic and quite masculine. As for my particular style, I do not follow particular trends. I like wearing a good watch and a well-cut suit, that kind of thing.



Has a man's role in society changed drastically from the past in terms of fashion?

Yeah, I think it is always evolving due to how media has changed. You are seeing people 24 hours a day, everything they accomplish, press tours, or whether they are taking pictures of themselves eating cereal. The role of man is changing hopefully in the sense of being better quality than two generations before. At the same time, I think trends seem to come around and come and go a lot. With your own personal sense of style, as long as you are comfortable in what you are doing, you don’t really need to pay attention to what other people are wearing or doing.

How would someone embrace their style sophistication to the fullest?

I think that is the idea behind the campaign is the idea of classic iconic sophistication with this element of masculine seductiveness. It’s using that to play into your own sense of style.



How will Hugo Boss help people get more hands-on with style and out from behind their phones and computer screens?

I think there’s a mix of going back to the classic style of going back to male mystery and masculinity. Hugo Boss does that quite well, and with that said, I think that they are doing something a bit different to what Hugo Boss has done before. They are quite good at the smart and successful image; there’s a tone. There is this word that they use that makes sense in the terms of the campaign, and it has a more of seductive quality to it. It’s a mix of those colors with that classic male image.

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Are there any style tips you make sure to abide by in everyday life?

Yeah, don’t care too much. Enjoy what makes you feel good, but don’t care too much. I think if you try too hard, you can see that.

Photos by Hugo Boss