Jimmy Choo new ‘Urban Hero’ “combines sophistication and sensitivity with a touch of rebellion, an artist at heart; the city at night his canvas.”
Jimmy Choo has cast renowned street artist Jules Dedet, aka L’Atlas, as the face of the fragrance. A woody aromatic designed for Jimmy Choo by Antoine Maisondieu and Marion Costero of Givaudan, it starts with lemon caviar and black pepper. The heart opens with rosewood and vetiver with a drydown of grey amber and leather.
”We wanted to create a modern urban signature, in order to capture the spontaneous nature of street art, using blends of colours and textures, the way that street artists do.” explain Antoine Maisondieu and Marion Costero.
TheChicGeek says, “For some reason I had ‘Urban Decay’ in my head for the name of this fragrance. ‘Urban Hero’ isn’t quite so bad. You know how old ‘street art’ is when the artists start to look like somebody’s dad! L’Atlas - no? me neither - is giving Jimmy Choo some urban edge. (I can’t imagine this one getting messy on the railway sidings any evening soon).
This fragrance is about as edgy as a Jaffa Cake. It has a very safe set of masculine ingredients and, while nothing bad, it’s nothing we haven’t seen many times before. Mass fragrance brands need to start taking risks if they’re going to stand out from the crowd. Fragrance saturation is catching up on luxury brands and people aren’t as seduced by the designer name anymore.”
Jimmy Choo - Urban Hero - 100ml - £70 - Stockist: The Perfume Shop
Disclosure - A sample product was gifted by Jimmy Choo to review
This new woody aromatic leathery fragrance was designed for Jimmy Choo by Nathalie Lorson. On top, clary sage’s aromatic imprint strikes a balance between freshness and refined texture. The tonic transparency of bergamot brings a breath of fresh air and contrasts with the spicy warmth of black pepper. The intense texture of leather reveals itself in the heart of the fragrance, assuming an extreme masculinity enhanced by the urban elegance of grey amber and the vegetal woody facets of cypress. The creamy sensuality of sandalwood provides a distinctive and addictive dry-down, supported by magnetic vanilla and vetiver.
“I composed this set of textures around three impacting elements: the aromatic and velvety texture of sage leaves, the grained and raw texture of leather and the smooth texture of sandalwood to create a masculine and modern addiction,” explains Nathalie Lorson.
TheChicGeek says “This is the Jimmy Choo Man reimagined as a carefree skateboarder. I’m thinking Rocco Ritchie or one of the Beckham boys. I thought the blue element would denote an aqua fragrance, but it’s a leather wood. It’s slightly older and more mature than the skateboarding image suggests.
There’s a sweetness of the vanilla, but it’s a classic mid-market leather fragrance that I think works better on clothes than on the skin. Nothing pokes its head above the leather parapet and I’m not sure what’s ‘blue’ about this fragrance, unless it’s your knees after a turn on that skateboard!”
Left - Jimmy Choo Man Blue - EDT - 100ml - £66
As simple as it gets. It's either modern or retro modern, but a simple, large elasticated strap is making this shoe style look fresh and contemporary. There's this white, trainer style, from COS, which looks like it just stepped off 2001: A Space Odyssey. It is one part nurse, one part 60s futurism. While this pair from Jimmy Choo's pre-fall 2016 collection, which I spied at their recent press day, is dressy enough for a tuxedo or minimal enough for any business suit. Whether black or white, the future is definitely thick and elasticated!
Left - COS Unisex Sneakers - £89
Below - Jimmy Choo - Prefall 2016