Theo James Talks to Extra TV on His Hugo Boss Campaign + Interview with Details Magazine

Extra TV has just released a new interview of Theo James promoting his new, first fragrance The Scent for Hugo Boss as the ambassador for this campaign. In this interview, James talks about how working in Divergent has made his acting carrer “like any other actor” a start to a better and high in coming carrer. Watch the video below, and absorb the seduction of his new fragrance which is exclusively available in Macys:

Theo James also talks to Details Magazine down below: 

If you know Theo James, it’s from one of two places: his one-episode arc as a seductive houseguest on Downton Abbey, or his role as Tobias Eaton in the dystopic blockbuster franchise Divergent. That’s about to change: Today, James becomes the face of Boss: The Scent, a warm, slightly boozy cologne from Hugo Boss. You can expect to see him on billboards, in magazine ads, and in a Darren Aronofsky-directed film spot, all before he makes waves later this year with roles in London Fields (alongside Amber Heard and Johnny Depp) and The Secret Scripture (starring with Rooney Mara).

We caught up with James at the Greenwich Hotel earlier this summer to get his take on men’s cologne, his upcoming projects, and why Italian opera makes the perfect soundtrack for a plane flight.

DETAILS: What’s the first cologne you remember wearing?

Theo James: Hmmm, I don’t actually remember the first cologne I wore, but I remember there was a deodorant called, like, Red Rock or something like that when I was 16, and all the kids were wearing it, thinking it was very sexy and cool. In retrospect, it smelled awful. It was called Red Rock, and it was not good, but I remember thinking that it would entice the ladies. It was one of those kinds of scents that were surfing around; it seemed to be what young punks were supposed to be wearing to entice a certain type of girl.

DETAILS: Why did you decide to partner with Hugo Boss for its new scent?

Theo James: Hugo Boss is a huge international brand, but I remember growing up in England, and I was quite well versed in them. You see these very masculine, quite slick campaigns, the Hugo Boss guy, there was a certain kind of cool to it as a young person growing up, which I liked. Also, I like the classic masculinity: It’s quite firm, it’s quite iconic, it’s quite old-school in that way, which is a little bit like me. I’m more that kind of person.

I grew up with a very cool, masculine dad, and my grandfather was similar, he was very stylish, and that’s kind of what appealed to me. And now Boss is pushing the boundaries a little bit from what they’re used to doing, and they’re very good at doing stylish and sleek and successful, but with this there’s this kind of element of seduction, it’s one of the words they’re using and it’s true, there’s a kind of dark nature to the campaign, there’s mystery and the richness of what that kind of masculinity means.

DETAILS: How often do you wear it?

Theo James: I wear it sporadically. I don’t think you need to wear it every day. I think it should be reserved for events, when you’re going out, or you want to feel good and confident out. It’s also good to wear a single one consistently, because then that becomes part of your identity, your smell, and people kind of pair you with that.

DETAILS: How was it shooting the campaign?

Theo James: As an actor, it can be daunting in a way, because it’s very different than what you’d be doing normally. Usually you have a character and a script and you’re basing yourself on that. So I didn’t really know exactly what to expect, but in fact it was very easy and very fun. I think Darren Aronofsky being a film director really helped. The kind of shorthand was already there, and it kind of felt like it was a familiar set to be on—he made it very easy, so it was kind of fun. You have to play a part a little bit to ground it, otherwise you’re just wandering around. 

DETAILS: Tell us about the projects you’ve got coming up.

Theo James: London Fields was really interesting to do. It’s had a long gestation period—we filmed it in 2013, and it’s coming out this year. It’s quite conceptual, it’s a little bit of Fear and Loathing in Las Vegas, in terms of style and heightened realness. But it was good, you know, it’s a classic story of the beautiful femme fatale who basically manipulates these three very different men and kind of drives them in different ways to murder, which is very cool.

And then The Secret Scripture, which was based on a very lyrical book. It’s a very complex character study with some great actors, including Rooney Mara. That was fun as well because it’s playing a very different character, an Irish priest in the forties, couldn’t be further from who I play in Fields, but it’s kind of fun to play these polar opposites.

DETAILS: How do you even go about playing a priest?

Theo James: You’ve gotta go pretty deep, basically, you can’t half-ass it. I always start with reading the period stuff, and that seems to be history and novels, and then just visiting the places that the story took place and kind of connect that way. I was reading about Irish Catholic priests and talking to them about how they became priests and what are the problems they deal with, what they love about it.

DETAILS: And what about the big tentpole, Allegiant?

Theo James: We’re filming that now. That’s why I’m stopping off here in New York. We’re about four weeks into filming. It’s really a challenge, in a good way. On a physical level, I have to kind of get back into shape. I was working on a different movie where I was playing a drug addict, and you can’t be Mister Gym playing those kind of characters, the forties priest and the drug addict, and then when you come back to this franchise and you kind of have to put a bit of work in, should we say? But it’s fun. It’s familiar, and it’s fun. Atlanta is hot as fuck, though.

DETAILS: And grooming picks you’ve picked up in the makeup chair?

Theo James: Ah, yeah, I’d say one is, if you’re doing long hours and you’re beginning to look tired, drink water, because if you don’t hydrate yourself, it can make you look more like shit. I’ve been told that several times on movie sets.

And the other thing: Someone told me that too much salt as well is bad, because I don’t know, I guess your face swells up? I don’t actually cut back on salt, but I thought it was an interesting fact.

DETAILS: It sounds like you’re flying a lot between movies. What keeps you busy on long trips?

Theo James: I always take a few books and, of course, headphones for music. I read several books at a time, so it takes me longer to finish them. I was reading one on the plane called Savage Harvest by Carl Hoffman, about the son of a Rockefeller who went missing back in Papua New Guinea. He went missing because he was an explorer, and basically this book is piecing together how he went missing, because they think that he was eaten, he was kind of . . . cannibalized, I guess the word is? It’s not really that lighthearted. And the other book, well, it’s not that lighthearted either. It’s about corruption in Russian journalism.

DETAILS: And what are you listening to?

Theo James: I’ve always liked it, but I just got back into Coltrane again, A Love Supreme. On the plane, I like to go to with either jazz or classical music, because they have kind of an even keel, you know what I mean? I like a lot of classical stuff. On the plane over here, I was listening to some Puccini, Tosca specifically. Puccini is obviously one of the greats.

Theo James for Hugo Boss – Talks to New York Magazine

In a new recent interview with New York Magazine, Theo James talks things down about his new fragrance the experience it has been to film the promotion advertising video for Hugo Boss in their new fragrance, The Scent. Earlier this morning we also got the Behind The Scenes video of Theo filming with model Natasha Poly for the Hugo Boss fragrance campaign as he is the ambassador for their nee fragrabce. Read the article below as Theo also talks about eyeborws and manscaping for New York Magazine: 

Like many actors, Theo James says he doesn’t care much about how he looks — but he certainly cares about what he smells like. The Divergent actor, whose Boss the Scent ads were released today, sat down with the Cut a few months ago to talk about his grooming routine. Below, James tells us about his most poignant scent memories, his love of shaving, and his experience filming the Hugo Boss campaign under the watchful eye of producer Darren Aronofsky.

What was the experience of filming the Boss campaign like?

Being an actor, you have a script and a character as an anchor. Whereas when you’re doing a campaign, it’s more kind of “moody” — mood boards, that kind of stuff. It was easy with Darren Aronofsky. Obviously I like his films, and he made it very easy.

But you definitely have to go in a bit of a head space where your friends would call you a dickhead if they saw you doing it. You have to own it; otherwise you’ll look stupid. The idea with this is a bit different for Boss — that’s why I was interested in doing it in the first place. There’s an element of mystery to the character, and that kind of classic, old-school masculinity.

What’s your first scent memory?

I don’t know, but there are certain ones that bring me back to certain times. For some reason tea reminds me of being a kid in my parents’ house in the kitchen. They would always fill their cupboards with tea. Mediterranean pine leaves from those trees have a certain fragrance when they fall from the tree and they bake in the sun; that reminded me of being in the Mediterranean — holidays and those kinds of trips and adventures. 

What is your grooming routine and how do you feel about male makeup?

I don’t have to wear it too much when filming because I’ve got some Greek in me so I have the old Mediterranean tan. When I start, I shave my crotch region …

But you don’t want to be too wrapped up in how you look. At the same time, if you’re doing something when you’re in front of lots of cameras and people taking pictures, you need to be in a good suit, you need to feel confident, and you need to feel good about yourself because it’s quite revealing, isn’t it — to be doing that kind of thing?

Often when you’re working, you get out of bed, have a shower, go to work, and then someone puts some stuff in your hair. But I like shaving. It’s a good ritual for me. Sometimes I have a beard, and when I don’t, I enjoy the ritual of a good razor, some pre-balm stuff, and aftershave. Doing it right!

You know when you go to a bar and they do the close shave? I’m not a fan of that. Years ago, before I was an actor, I was in Copacabana and they had a close shave, and a barber put lemon on my face after. I remember that — fresh lemon.

This campaign centers on modern seduction. What do you think is seductive these days?

Mystery in a way. Even though I’m an actor, I don’t love sharing everything about myself. It’s always good to keep a little bit for yourself, or take time to get to know someone. If there’s an element of mystery in getting to know someone, and not having laid it out there as soon as you meet them, I think that can be very, very seductive and kind of addictive.

If you wanted to intentionally repel somebody, how would you do that?

Not wear deodorant. No. When I intentionally repel someone, I don’t look approachable. Sometimes looking like you want to hurt someone can work.

Do you do anything to your eyebrows? I’m sure you’ve heard people tell you that your eyebrows are on —

Wait, what’s it called?

Eyebrows on fleek.

What does that mean? I noticed that the trend for women is more natural, but I don’t do anything to my eyebrows, no. I always had a thing about them when I was a kid — I always hated them because I thought they were like two massive slugs on my face. But now I’m okay. 

Don’t forget to watch the Behind the Scenes video of the Hugo Boss fragrance filming, with exclusive Behind the Scenes Photos of Theo James for E Online and Just Jared

Theo James for Hugo Boss Behind The Scenes Photos Courtesy of PEOPLE Style Watch


Theo James Behind The Scenes of His Hugo Boss, The Scent Video

Theo James, the ambassador for Hugo Boss in their new masculine fragrance The Scent has definitely brought the sexiness out of this campaign. The fragrance indeed is beyond seductive in every way possible, and has got my hairs sticking up. In a new behind the scenes video of the promotion campaign video that Hugo Boss released, we see a side of Theo we have never had the pleasure of seeing before. Plus, four new stills that were released by E Online and Just Jared are also down below: