Joe Jonas Sings To ‘Inspire’ in New Kenneth Cole Campaign

Kenneth Cole is promoting the launch of its new men’s fragrance called “Inspire” with pop star Joe Jonas.

The new men’s fragrance pillar is developed in partnership with Happi Top 50 Company Parlux and fronted by the multi-platinum singer, songwriter and actor as global brand ambassador.

“At its core, Inspire is about confidence, individuality and not taking yourself too seriously, and Joe embodies that spirit naturally,” said Parlux President Lori Singer.

Created by Christine Hassan, perfumer at Givaudan, Inspire is billed a modern, woody aromatic scent balancing bright citrus and aromatic spice with warm woods and amber. Bergamot, lemon and grapefruit comprise the top notes; rosemary, cypress and black pepper make up the middle notes; and cedarwood oakmoss and amber round out the base notes.

The fragrance is housed in a bold, angular bottle with clean architectural lines and a textured cap. The carton features embossed silver detailing, while an outer sleeve showcases Jonas’ campaign imagery.

“Fragrance campaigns have a history of feeling very serious and very sexy, so naturally we decided to take that very seriously,” said Jonas. “Kenneth Cole really let me have fun with this and make it feel like me. We took everything you expect from a fragrance campaign and pushed it a little further. I love how it turned out, and most importantly, Inspire smells really good.”

Campaign with Joe Jonas

At the center of the campaign film is an original power ballad performed by Jonas that touts the benefits of wearing Inspire, complete with playful lyrics.

“I’ve always believed convention is more fun to challenge than follow—in fashion, in business and in how we show up in the world,” said Kenneth Cole, chairman and chief creative officer of Kenneth Cole Productions. “We created Inspire to bring that spirit to fragrance, and Joe is our creative partner in bringing it to the world. He shares the confidence, creativity and belief in not taking oneself too seriously. Inspire breaks a few of the category’s rules while staying true to what matters: individuality, self-confidence and being comfortable in your own skin—or at least smelling like you are.”

Inspire launches with a distinctive retail strategy spanning the Nordstrom portfolio, bringing the new fragrance pillar to consumers at scale from day one. The collection debuts nationally across all Nordstrom Rack stores, alongside select key Nordstrom stores, Nordstrom.com and NordstromRack.com, creating a broad national footprint for the launch. Following the US launch, Inspire will roll out to select international retailers and expand to wider distribution in the US and globally.

Watch the campaign here: