Kate Hogan
April 28, 2011 10:30 PM

Frazer Harrison/Getty

Hugo Boss is on a roll. After treating us to sexy shots of Orlando Bloom for Boss Orange fragrance last year, the men’s line is offering up more eye candy as Jared Leto becomes the face of fragrances Hugo Just Different, new this year, and the iconic Hugo Man. “We wanted an ambassador who personifies the experimental spirit of the brand,” global marketing director Gerd von Podewils said in a statement. “Jared is exactly that — a man who with the help of his friends turns his world upside down and back again.” Indeed, Leto seems like a perfect fit: the actor-musician fronts the rock band Thirty Seconds to Mars, has appeared in blockbusters like Fight Club and Girl, Interrupted and stole hearts as Claire Danes’ aloof love interest in ’90s TV series My So-Called Life. “Hugo inspires men to succeed through creativity, which is something I’ve aimed for my entire career,” Leto added. “Like the Hugo man I look for inspiration in everything around me.” Leto’s ad campaign is set to debut this July. —Jessica Herndon


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