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2011 - MIKA Fronts Global Hugo Boss Fragrance Campaign

dcdeb

By dcdeb
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Fran

Fran

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Mika Male!

 

Eclectic, talented, visionary.

And, above all, ironic. At the identikit corresponds the singer who owes much of its success to creativity. Exactly what we were looking for a men's fragrance!

 

Lewis Hamilton and Jenson Button from Formula 1, Marco Melandri from Superbike, Marco Mengoni, the "Re Matto" (his song) from X-Factor. And then, Mika, the Anglo-Lebanese singer who charmed the music scene thanks to his vocal range (already compared to that of Freddie Mercury) and to his immagination, which gave rise to a recognizable world made of colors, cartoons, theater, games, costumes. They are the men that "Hugo Boss" chose as the face of its fragrance. Not just-beautiful-man but icon of success, driven by creativity.

 

Mika, tell us about this project.

When someone say to you "campaign for a perfume ", it is natural to think of something macho. Obviously, I've done things my way, throwing out the baby that's inside of me, trying to have fun.

 

So, icon of irony and not of sex appeal?

The irony is always useful, especially when others are most macho of you.I put my sense of humor anywhere. As in We Are Golden's video (where he sings in boxer, ndr) I felt very sexy, but also very ridiculous. Nothing is certain when you represent the seduction.

 

Hugo Boss has a very rigorous style, different from yours.

It is true, Boss is not among the designers who usually buy, however too "small" to make perfumes. But when you decide to join on a project like this, you do it because you like the society, the human relationship. The group has convinced me.

 

Do you usually wear perfumes?

I don't wear them so much for the truth. And, when I wear them, I choose fragrances of small shops, where they attack even the labels by hand. Usually I buy colognes very simple. And then I collect perfumes from all over the world. My favorite are animal scents like the musk.

 

Your memories related to perfumes.

The women of my family wore strong fragrances: my mother used a Bulgarian rose oil, she is Arabic. But I think that my favorite perfume is the the bleach with some tobacco. I had an aunt that when she finished cleaning the entire kitchen, she sat down and lit a cigarette, she was so sad, alone, we listened to music and drank coffee together. I don't smoke, but I like when people do it in my house because it takes me back to that time.

 

Do you have some memories linked to Bordighera, where you spent the holidays?

I hated Italy when I was a kid and with my family came in Liguria in the summer. I had to appear too strange and effeminate, and it was impossible to make myself understood even in ice-cream shop.

 

But now Italians love you.

It took a while, but now I feel accepted by Italy and Italians. If you feel an outcast and you don't give confidence, it is difficult to find a contact.

 

Have you ever thought about a your own clothings line or a your perfume?

I am interested in creating a world in constant change, with ideas that they don't become necessarily tangible and marketable . For example, it took three months of creative flow, to prepare my concert. If we had done it to sell T-shirts, nobody would have put the heart in it. For this reason, I believe that we should allow to make perfumes and clothes to those who really knows how to make them.

 

Do you not think that there is an excessive use of celebrity sponsors?No, if there is consistency. For example, everything that makes Beyoncè, it makes sense. She is a superstar and her projects are in line with her character.

 

Do you still believe that the stars have power on the public?

If there is a strong idea, yes. The campaign for Hugo Boss is interesting because we are a heterogeneous group, it is like leafing through a carnet of men.

 

Thank you, Lucrezia! :huglove:

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dcdeb
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Mika is fronting a global advertising campaign for Hugo Boss fragrances.   The photos of Mika looking nothing less than picturesque will appear in various countries across the world from now until t

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Lucrezia

Lucrezia

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Thank you Lucrezia!:wub2:

 

Thank you so much Lucrezia! :biggrin2:

 

Thanks, Lucry....:huglove:

 

Grazie Lucrezia! :thumb_yello:

 

@Lucrezia thank you for taking the time to translate the article for us :flowers2:

 

Thank you, Lucrezia! :huglove:

 

You're welcome!! :blush-anim-cl:

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Dreamy_Queen

Dreamy_Queen

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I remember, In Soviet Russia there were for one time some perfum " Fragrant tobacco ".

I think that the childhood memories of Mika can deceptive to idealize that smell)). The scent from of childhood:wub2:

 

Hahaha, my mother had these perfumes too! In my childhood, I usually wondered why she needs a smell of cigarette smoke, and moreover, why I can't smell any sigarette when I open the bottle? :roftl:

And we has the Bulgarian Rose too! Actually, I still have 2 little phials of this perfume, as a memory from childhood.

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Shine

Shine

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I love musk too) This is a smell for men, but all the same I love it)

 

 

Perhaps, Mika spoke not about a smell of a tobacco smoke, but about a smell of the tobacco. This is absolutely different things...

Happens that I go along on a street and caught the acerb-sweet nutty aroma, and happens that there is a smell of some sour rotten stuff...

 

I remember, In Soviet Russia there were for one time some perfum " Fragrant tobacco ".

I think that the childhood memories of Mika can deceptive to idealize that smell)). The scent from of childhood:wub2:

 

The same here. Back then in 80 tees my dad used the man fragrance "Tobacco" along with "Old spice". Do you remember them? At some point they suddenly disappeared from my life...:sad:

As for musk I still have a one which can be still bought in Germany: "Jovan" (musk oil parfume for women) and it was also very popular when I was much younger.:teehee:

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robertina

robertina

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Thanks Lucrezia for posting the scan and the translation :thumb_yello:

 

I only saw it this morning when i bought the magazine and just because Mari62 alerted me :teehee:

I'm being a bit late about mikastuff... :aah:

 

well

let it be :mf_rosetinted:

 

but i want a vlog about the new music. period.

the rest can :rip_1:

Edited by robertina
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Lucrezia

Lucrezia

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Big thanks Lucrezia :huglove: :huglove: :huglove:

 

:wub2:Thank you for the translation,Lucrezia!

 

Thankyou for the translation! Makes alot more sense now :aah:

 

Thanks Lucrezia for posting the scan and the translation :thumb_yello:

 

Thanks Lucrezia- very interesting

 

thanks for the translation Lucrezia :flowers2:

 

You're welcome!! :wink2:

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tiibet

tiibet

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I can't believe I missed this article, I was just in Italy, I could have bought the magazine :aah:

 

He looks incredibly handsome in the car pic, but it's a bit hilarious at the same time. I just can't imagine Mika driving a car like that dressed like that :teehee: But he looks gorgeous...

 

Thanks Lucrezia for the translation! :thumb_yello:

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tiibet

tiibet

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It looks like the launch of the HB campaign in France will match with the start of the Compiegne gig promotion :naughty:

 

Coincidentally :fisch:

 

It looks they are giving his third album a strong start in France, even more promotion than earlier?

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Marilyn Mastin

Marilyn Mastin

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It looks they are giving his third album a strong start in France, even more promotion than earlier?

That needs to happen in the UK too. I can't understand why Mika isn't in any UK festivals! That would help to promote the album over here!

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suzie

suzie

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That needs to happen in the UK too. I can't understand why Mika isn't in any UK festivals! That would help to promote the album over here!

 

well, the said truth is that in the UK he would never be able to attract 25000 people for a gig currently, not even with the promise of a couple of new songs. I think he needs to have hits in the UK before he can think of performing at proper venues there. Last year not even the 2nd London date was sold out

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Marilyn Mastin

Marilyn Mastin

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well, the said truth is that in the UK he would never be able to attract 25000 people for a gig currently, not even with the promise of a couple of new songs. I think he needs to have hits in the UK before he can think of performing at proper venues there. Last year not even the 2nd London date was sold out

Yes, I suppose you are right! He needs a HUUUUUUUGE hit record from his new album!

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basicamenteyo

basicamenteyo

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well, the said truth is that in the UK he would never be able to attract 25000 people for a gig currently, not even with the promise of a couple of new songs. I think he needs to have hits in the UK before he can think of performing at proper venues there. Last year not even the 2nd London date was sold out

 

no?? :shocked: what´s up with English people?:mf_rosetinted:

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Anney

Anney

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well, the said truth is that in the UK he would never be able to attract 25000 people for a gig currently, not even with the promise of a couple of new songs. I think he needs to have hits in the UK before he can think of performing at proper venues there. Last year not even the 2nd London date was sold out

 

really?:shocked: ... I allways took it for normal that he is quiet well... known and maybe famous in the UK... the people there have no idea how lucky they are and they don`t see it!!!

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