We like a strong woman in a tux — especially when that woman is Gwyneth Paltrow. In her new Ma Vie Pour Femme fragrance ad for Hugo Boss, she's wearing a Boss tuxedo designed by Jason Wu, the brand's creative director of womenswear. Her blonde locks blow gently in the (man-made) breeze; the setting sun gives her skin an ethereal glow. The campaign conveys the powerful femininity that inspires the perfume, but mostly, it just makes us wish we were strutting home from a high-paying job wearing a sleek tux in the fading afternoon light.
In a world of fragrance ads that portray women as overly sexualized, it's refreshing to see a #GIRLBOSS like Gwyneth. Sure, her sternum is showing, but we think it's more of a power sternum than a sexy-time sternum.
As for the fragrance itself, Boss Ma Vie Pour Femme is making a timely entrance. Its scent evokes not only a powerful woman, but also the private moments she enjoys — represented by top notes of cactus blossom, a rose bud heart, and a base of cedar wood. It's coming out in September, just when our minds will start turning toward those woodsier comforts.