Kenneth Cole has named singer and actor Joe Jonas as the global brand ambassador for its new men’s fragrance line, Inspire.

The marketing initiative, in partnership with fragrance licensee Parlux, features a satirical campaign aimed at parodying traditional advertising conventions within the fragrance industry. 

Directed by Anthony Mandler, the campaign film includes an original power ballad written and performed by Jonas, with backing vocals by a multi-layered choir featuring his own voice.

The promotional rollout will take place in stages across New York City and includes wild postings, branded pedicabs, a billboard on the New Jersey Turnpike, and a takeover at One Times Square.

Jonas said fragrance advertising often relies on serious and dramatic themes, which inspired the creative team to challenge those expectations. He added that his participation in the campaign’s development from concept to execution, incorporating his sense of humor and musical talents into the project.

“We created Inspire to bring that spirit to fragrance, and Joe is our creative partner in introducing it to the world. He embodies confidence, creativity, and the belief in not taking oneself too seriously,” said Kenneth Cole, chairman and chief creative officer of Kenneth Cole Productions.

“At its core, Inspire is about confidence, individuality, and not taking yourself too seriously, and Joe naturally embodies that spirit. He infused his personality, humor, and creative instincts into every stage of the process,” added Lori Singer, president of Parlux.

The product line launched at all Nordstrom Rack locations, selected flagship stores, and the retailer’s e-commerce sites, with plans to expand distribution to additional domestic and international channels following this initial launch phase.

Earlier this year, Kenneth Cole planned to open several stores across Europe as part of a major expansion that targets up to 100 locations by 2030.