HUGO BOSS is on a roll.

ORLANDO BLOOM was a distinguished presence in BOSS ORANGE cologne ads in 2010. Now the men’s line is redefined as JARED LETO becomes the face of fragrances HUGO JUST DIFFERENT – debuting this year – and the iconic HUGO MAN.

“We wanted an ambassador who personifies the experimental spirit of the brand,” global marketing director GERD VON PODEWILLS said in a statement.

“Jared is exactly that — a man who with the help of his friends turns his world upside down and back again.”

Indeed, JARED seems like a perfect fit: the actor/musician fronts the rock band THIRTY SECONDS TO MARS, has acted in blockbusters like FIGHT CLUB and GIRL, INTERRUPTED and appeared as CLAIRE DANES’ aloof love interest in the 90s TV series MY SO CALLED LIFE.

“Hugo inspires men to succeed through creativity, which is something I’ve aimed for my entire career,” JARED added.

“Like the Hugo man I look for inspiration in everything around me.”

JARED’S ad campaign is due to kick off this July.

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