Jimmy Choo creates a new masculine fragrance Urban Hero, an ode to the mysterious and confident Jimmy Choo man. With an underlying hint of mischief, he combines sophistication and sensitivity with a touch of rebellion, an artist at heart; the city at night his canvas. For this new addition, the bran chose to celebrate the intensity and contrasts of modern masculinity, working the codes of street art. The Jimmy Choo man is in touch with his sensitivity yet confident and outgoing.
This woody aromatic Eau de Parfum is inspired by the urban environment. On top, the freshness of precious lemon caviar with its vibrant undertones combines with the warmth of black pepper. Its heart opens onto the sensuality of rosewood and the sophistication of vetiver. The dry down combines the urban elegance of grey amber with a note of leather for just a hint of rebellion.
For the face of the fragrance, Jimmy Choo chose Jules Dedet, aka L'Atlas, as the embodiment of Jimmy Choo Urban Hero. A world-renowned French street artist, he uses writing as the starting point of his work. He studied the calligraphy of different cultures, using it to create his own pictorial language, crating bridges with optical art and the abstract and geometrical movements. Renowned for his graphic painted facades and performances, his work is exhibited in galleries the world over.