Making Men: The Rhetoric of Hugo BOSS’ Fragrance Campaign featuring Ryan Reynolds

It’s crazy how a suit can make you a man. Not just any suit—a Hugo BOSS Suit. That’s what Hugo Boss’ new fragrance campaign is saying. The campaign features Canadian poster-boy Ryan Reynolds. With the blonde boyish days washed out of Reynolds’ hair, he’s now the perfect candidate for the BOSS treatment.

The rhetoric of the BOSS campaign argues this: you’re a gentleman. You’re not like the rest. You’re distinguished. Now it’s time to show the world you’re a man, and you can do so by choosing the BOSS label.

BOSS marketers are genius: soon after Reynolds was named People Magazine’s sexist man alive for 2010, and just before his promising role in the upcoming film Rest in Peace Department, BOSS signs Reynolds to represent their label—but not before cleaning him up. BOSS transformed the scruffy Vancouver boy into a freshly shaved Hollywood gentleman.

Reynolds says he’s honored to be the new face for BOSS fragrance: “BOSS is a brand that not only represents classic style and sophistication, but inspires men to work hard, embrace opportunities and strive for success in all aspects of their lives.”

Reynolds is one of those actors that hasn’t yet been given a chance to showcase his skills in a strong role. He’s typically cast as “the funny boy” in romantic comedies or fluff films, but I have a feeling we have yet to see the climax of Reynolds’ career. Representing BOSS will be a landmark for Reynolds, marking his transition into maturity as an actor and as a man.