"Why else are we here, if not to live with an unreasonable passion for things." A quote that slots very purposefully into buying a new designer fragrance - don't you think? Here is the latest Boss masterpiece - Alive, says editor Trudi Brewer.
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It feels like Hugo Boss had a sixth sense when they launched Boss Alive. A fruity, woody floral created for women who love life- could make this one of 2020's most popular scents.
Boss Alive by Hugo Boss priced from, $100.
What's in it?
It was created by French perfumer, Annick Ménardo, who has over 70 fragrances to her name. She believes this newbie is not just another fragrance. "It had to be something quite powerful, sensual, gourmand, yet elegant and simple. That's the Boss woman." Mènardo has made some exquisite designer scents for perfume house Firmenich, including Kenzo, Boucheron, Yves Saint Laurent, Bvlgari, and Hugo Boss. We think she is onto a winner with this new feminine blend. Fruity thanks to the apple, blackcurrant, and plum, yet sweet and woody at the same time, courtesy of Indian jasmine sambac, and thyme. But what gives it strength and longevity is the blend of smoky woods, including Chinese cedar, sandal, and olive woods.
“I always feel better when I am wearing fragrance. I feel clean and well put together, and it’s amazing how a scent can lift your spirits, and instantly makes you smile. ”
Boss Alive by Hugo Boss, 30mls, $100.
What do we like about it?
Boss Alvie is a celebration of 20 years of style, for the German fashion house Hugo Boss, and what better way to mark that milestone than with a new perfume. Hugo Boss, chief brand officer, Ingo Wilts, wanted this perfume to reflect the future of this fashion powerhouse. He said, "Fashion has changed; it's much more diverse, much younger, and more modern. You don't have one stereotype of a woman anymore." That said, this fragrance target all woman, of all ages, who love life. And what is a fragrance these days without an Instagram army? Celebrities Emma Roberts, Laura Harrier, Bruna Marquezine, and Chloe Bennet, are the faces behind this launch, and together they celebrate the simple everyday moments, individually and in a pack. The bottle, too, was given a Midas touch. A nod to Bauhaus architecture, a design style that promotes function over fashion, German jewellery maker Amélie Riech of Uncommon Matters, has managed to leave her trademark classic style on the bottle, it's simple, yet elegant, just like her jewellery designs. It's all those elements that make women attracted to a designer scent. Along with it being a piece of affordable luxury, that brings you immense joy. I always feel better when I am wearing fragrance. I feel clean and well put together, and it's amazing how a scent can lift your spirits. That is how I feel when I wear Alive, and for that, I think Hugo Boss has a new success story on its hands.
Watch the fragrance film BOSS ALIVE, starring actors and singers Emma Roberts, Bruna Marquezine, Laura Harrier, and Chloe Bennet.
