NEW YORK, N.Y. — Kenneth Cole has launched INSPIRE, a new men’s fragrance created in partnership with Parlux and fronted by singer and actor Joe Jonas. Jonas helped develop the campaign, which includes an original song and a humorous film directed by Anthony Mandler that parodies traditional fragrance advertising. The campaign is centered in New York City and includes billboards, branded pedicabs, a Times Square takeover and promotional appearances designed to introduce the fragrance to a broad audience.

Created by Givaudan perfumer Christine Hassan, INSPIRE is described as a modern woody aromatic fragrance featuring bergamot, lemon and grapefruit, followed by rosemary, cypress and black pepper, with cedarwood, oakmoss and amber at the base. The fragrance launches nationally through Nordstrom Rack, select Nordstrom stores and the retailers’ websites, with prices ranging from $15 for the body spray to $75 for the 3.4-ounce Eau de Toilette. International and wider U.S. distribution is planned following the initial launch.