Hugo Boss has named Australian actor Chris Hemsworth the face of its new fragrance Boss Bottled, according to a report published by Elle magazine.

The launch is the first major activity from the brand since the license transferred from Procter & Gamble to Coty at the close of last year.

“It’s an iconic brand that’s been around for many years,” Hemsworth told Business of Fashion. “The qualities and the messaging of the brand spoke to my way of living and my way of thinking. The campaign is a very positive message of compassion and commitment. It talks about success and chasing your dreams, but doing with integrity and honesty.”