Kenneth Cole has announced the launch of INSPIRE, a new men’s fragrance pillar developed in partnership with Parlux and fronted by multi-platinum singer, songwriter and actor Joe Jonas as Global Brand Ambassador. Joe helped shape the campaign from concept through execution, including an original song he performs. Directed by acclaimed filmmaker Anthony Mandler, the film plays with the traditional fragrance advertising conventions through cinematic visuals, an over-the-top performance, and Joe’s signature sense of humor.

“Fragrance campaigns have a history of feeling very serious and very sexy, so naturally we decided to take that very seriously,” Joe Jonas commented. “Kenneth Cole really let me have fun with this and make it feel like me. We took everything you expect from a fragrance campaign and pushed it a little further. I love how it turned out, and most importantly, INSPIRE smells really good.”

At the center of the campaign film is an original power ballad performed by Joe that promises the many benefits of wearing INSPIRE, complete with playful lyrics and an all-Joe choir providing the backing vocals.

“I’ve always believed convention is more fun to challenge than follow—in fashion, in business and in how we show up in the world,” Kenneth Cole, Chairman and Chief Creative Officer of Kenneth Cole Productions commented. “We created INSPIRE to bring that spirit to fragrance, and Joe is our creative partner in bringing it to the world. He shares the confidence, creativity and belief in not taking oneself too seriously. INSPIRE breaks a few of the category’s rules while staying true to what matters: individuality, self-confidence and being comfortable in your own skin—or at least smelling like you are.”

The campaign brings INSPIRE to the streets of New York City, where Kenneth Cole’s roots continue to shape the brand. It kicked off with a Joe-led viral teaser campaign designed to get fans guessing what he was up to next. A countdown website, guerrilla-style wild postings, and a New Jersey Turnpike billboard stunt dropped clues and fueled speculation ahead of the reveal. From there, INSPIRE takes over the city with branded pedicabs, a major One Times Square takeover and launch event, followed by a special in-store appearance where Joe will meet fans—all designed to build a powerful halo around INSPIRE, driving conversation, discovery and momentum at launch and beyond.




“Joe Jonas was the perfect choice for INSPIRE, not only for his undeniable star power, but because he wanted to be a true creative partner from day one,” said Lori Singer, President of Parlux. “We saw an opportunity to go beyond a traditional fragrance campaign and create something that would genuinely capture attention, spark conversation and invite people into the world of INSPIRE. At its core, INSPIRE is about confidence, individuality and not taking yourself too seriously, and Joe embodies that spirit naturally. He brought his personality, humor and creative instincts to every stage. Together, we’ve created a campaign that we believe will bring a new audience to Kenneth Cole Fragrances and build meaningful momentum for the brand.”