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Theo James is the new face of Hugo Boss

FashionBy Sunday World
Theo James is the new face of Hugo Boss

Theo James is the new face of Hugo Boss.

The 'Divergent' actor has been signed on as an ambassador of the brand's fragrances and has already starred in his first ad campaign for the label which is set for release in September.

The 30-year-old hunk - who was recently spotted filming a commercial for Boss' new scent in New York City - has admitted he is "honoured" to have been asked to represent the brand in his first major spokesperson deal.

He said in a statement: "I'm honoured to be representing Boss Parfums as an Ambassador in their latest perfume campaign. I have for a longtime admired Boss for achieving the perfect balance between the classic and the contemporary.

"This campaign encapsulates the iconic spirit of the brand and reflects my own tastes and attitudes towards a truly unique fragrance."

The actor has followed in the footsteps of fellow Hollywood hunks Gerard Butler, Orlando Bloom and Ryan Reynolds in fronting the popular brand.

The news follows Theo's revelation he had decided to insure his bottom, after being inspired by curvaceous singer Jennifer Lopez, who is reported to have insured her own posterior for $27 million.

He said last month: "My rump is insured. That's where I got the idea [from Jennifer]."