'I like doing things I find interesting and wacky.” - TheoJames
Adding to his allure, the 30-year-old James is the face for Hugo Boss’s new men’s fragrance,, the campaign for which debuts this month with a commercial directed by Darren Aronofsky and print advertisements photographed by Mert Alas and Marcus Piggott. “It came out of the blue,” he says of his ambassador role for Boss Parfums. “But classic masculinity is very interesting to me, because I’m more of an old-school-type dude.” Shooting the ads, he says, was “a funny learning curve.
For James, no empty suit, it’s important to keep taking on unexpected projects. “When you’re in a franchise, you need to come up with things that are very different,” he says. “Sometimes that can be hard, because you do a big blockbustery-type thing, and the things that come easy are similar to that. You need to avoid that temptation, because I do think it will affect your career in the long term. I like doing things I find interesting and wacky.
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