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L’Atlas the face of Jimmy Choo’s cologne Urban Hero

Street art muse inspires Givaudan-designed scent for the modern man.

A fragrance only really comes alive on skin. Before it is sprayed on a body, it is just perfume inside a bottle – without any depth. However, to fully comprehend the story of Jimmy Choo’s latest fragrance, Urban Hero, one could start by looking at its muse: Jules Dedet Granel.

More than just a celebrity spokesperson, the 41-year-old French street artist known as L’Atlas is recognised around the world for his graphic, minimalist art fusing typography and optical illusions. From his roots as a graffiti artist in the 1990s, he has gone on to create large-scale art like mazes, and giant logo murals on Parisian facades and streets.

French artist Jules Dedet, known as L'Atlas

French artist Jules Dedet, known as L’Atlas.

Taking a bold and somewhat cerebral approach to his craft, he studied calligraphy in different countries and cultures in his youth, dropping out of university to chase his passion. Inspired by the idea of a universal pictorial language, his work is distinctly abstract and geometric.

L'Atlas street art

A large-scale work by L’Atlas with his signature combination of geometry and abstract calligraphy.

As a nod to L’Atlas is the fragrance Urban Hero, designed for Jimmy Choo by Antoine Maisondieu and Marion Costero of Givaudan. Its character pays tribute to the spontaneous nature of street art and captures the idea of confident masculinity. The woody aromatic eau de parfum opens with lemon caviar and warm black pepper. At its heart, a spontaneous and free-spirited artist emerges, clad in sensual rosewood and vetiver. The final twist comes with base notes of leather and grey amber.

(Related: 5 Colognes To Redefine Your Person)

Each Urban Hero bottle is finished in mirror-like chrome, while its silver cap bears a chevron print. Masculine and refined on the outside, the scent within reveals a surprisingly different dimension.

For a bewitching combination of sensitivity and rebelliousness, shroud yourself in a cloud of Jimmy Choo’s Urban Hero; you don’t have to smell like spray paint to convey your creative spirit.

(Related: The art of fragrances)