Typical English handsome men – actor Alex Pettyfer, The One Night Only lead vocalist George Craig, musician and model Will Cameron, the Last Gang vocalist and guitarist Kristian Walker and artist Johnny Epstein – have become protagonists in an advertising campaign for the new The Beat for Men fragrance.

Commenting on his choice Christopher Bailey said that the project brought together uniquely gifted young men who share outstanding individuality, creativity, unruly elegance as a natural style and dynamic masculine temper.

The novelty, unlike other ‘male’ perfumes, targets young audience. This fresh woody fragrance with violet leaf and black pepper was created by Olivier Polge and Domitille Berthier. And their inspiration came from music: on Bailey’s recommendation they listened to the best of post-britpop like Kasabian, Arctic Monkeys, The Fratellis and Razorlight.

Source of the image: fetchbyspa.blogspot.com, flickr.com.