EXCLUSIVE: Channing Tatum Is the New Face of Versace Eros Fragrances
MILAN — Talk about a power — and hot — couple. A video and sensual images of Zo? Kravitz modeling for a Saint Laurent book were unveiled last week, while her fiancé Channing Tatum is set to embody no less than Eros for Versace, WWD has learned.
The Italian house has tapped the actor to be the face of the Versace Eros men’s fragrances, whose new campaign will be released Aug. 6 and flanked by a short film.
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This will be Tatum’s first campaign for the brand, although he has had a close friendship with the company’s chief creative officer Donatella Versace for years and has worn the label on multiple red carpet occasions.
“When I started modeling in the 2000s, Versace was the brand I always wanted to work with but never did, so this campaign feels extra special and personal to me,” said Tatum. “The Versace name has such a strong meaning to so many around the world, and to be a part of that legacy is a real privilege. Donatella is a true icon and friend and I am so excited to see the reaction to what we’ve created together.”
While keeping details on the concept of the campaign under wraps, Versace said she “loved working with Channing for this shoot. Not only does he look amazing, he also put his heart into this campaign.”
“He shows strength and power and is also one of the kindest and most charming men I have met. He defines modern masculinity. The perfect Versace man. There is no one better to embody Eros,” said the designer.
Named after the Greek god of love and the son of Aphrodite, the first Eros scent was introduced in 2012, as reported. At the time, Versace decided to delve deeply into mythology in a nod to her brother and the brand’s late founder Gianni Versace’s love of Greek history.
Developed by Versace’s fragrance licensee Euroitalia, Eros became one of the brand’s signature family of scents, instantly recognizable also thanks to its geometric flacon featuring quintessential Versace codes like the Medusa head and Greca motif. A new eau de parfum pour homme flanker will be introduced with the latest campaign, joining the collection’s existing Eros and Eros Flame fragrances.
In light of his new role, Tatum is expected to further strengthen his relationship with the house. The actor, who attended the Versace fall 2023 fashion show in Los Angeles as well as the Versace Icons dinner and Versace x Net-a-porter pre-Oscar party earlier this year, recently wore the label while promoting his latest movie “Fly Me to the Moon,” which costars Scarlett Johansson and spotlights the 1960s Space Race and subsequent Apollo 11 moon landing.
For the occasion, Tatum hit the red carpet of the world premiere in New York in a custom-made Atelier Versace pin-striped suit, followed by a double-breasted gray option from the Versace pre-fall 2024 collection for the film’s photocall in Madrid.
Next up, the actor will be busy promoting the movie “Blink Twice,” directed by Kravitz. Set to be released on Aug. 23, the film will see Tatum star alongside the likes of Naomi Ackie, Christian Slater, Simon Rex, Adria Arjona, Kyle Maclachlan and Haley Joel Osment, to name a few.
Euroitalia has been Versace’s licensee since 2005, when the two companies launched the first scent developed together: Bright Crystal. Last year, the performance of Versace fragrances especially in the U.S., China and travel retail — where sales were up 25 percent — was one of the key drivers of the record sales Euroitalia reported, which grew 24.4 percent to 857.4 million euros compared to 2022.
In addition to Versace, the Euroitalia portfolio includes licenses for Michael Kors, Moschino, Missoni, Dsquared2, Brunello Cucinelli, as well as proprietary labels such as Naj Oleari Beauty and Atkinsons 1799.
Earlier this year, both Donatella Versace and Euroitalia’s president and founder Giovanni Sgariboldi were recognized by Italy’s President Sergio Mattarella. Donatella Versace was presented the title of Grand Ufficiale dell’Ordine al Merito della Repubblica Italiana — one of the country’s highest honors — for her contribution to Italian fashion and culture as well as her humanitarian work. Sgariboldi was among the 25 personalities presented with the Knighthood of the Order of Merit of the Italian Republic title along with the likes of Louis Vuitton chairman and chief executive officer Pietro Beccari and fashion designer Chiara Boni.
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