After being the spokesmodel for the fragrances Hugo and Hugo XY, actor Jonathan Rhys Meyers has become the face of the new Hugo Boss scent called Hugo Element, reports Vogue.fr.
In the advertisement, the Irish actor will play an "urban man," which is symbolic of the brand. Rhys Meyers says that the city has always been his element and that he is representing Hugo Element, because the scent embodies the harshness and delicacies of an urban environment.
Hugo Element by Hugo Boss will be available in January 2009.