Thierry Mugler isn’t a brand known for following traditions, so when the time came to find a guy to be the face of its A*Men cologne, no model or ordinary celebrity would do. Instead, Mugler tapped Oscar Pistorius, a South African sprinter. Who is also a double-leg amputee.
Pistorius, 24, started getting attention in the mid-aughts, when he was competing against (and beating) other paralympic runners who’d been graced with fully functioning legs. Pistorius was born without fibulae and had problems with his feet, so he lost the flesh and bones below his knees when he was eleven months old. The prosthetics he wears when he competes are seen in some corners as devices that level the playing field and in others as unfair advantages.
What better a spokesperson for a brand that generates controversy, commentary and admiration all over the fashion and beauty industries? In the ad, Pistorius is running, bottle of A*Men in hand, resembling nothing so much as a half man/half machine on a mission. The fragrance’s marketing is no doubt built by a different team than the Nicola Formichetti-led squadron that makes Mugler’s clothing so great, but we’d be lying if we said they weren’t taking a page from Formichetti’s book. And Formichetti’s book is kinda genius.
We think the ad is great — but what do you think?
Oscar Pistorius New Face of A*Men [WWD (Subscription Required)]