Jonathan Rhys Meyers for Hugo Boss Element- Blee!

Now listen here Hugo Boss.  Hugo Boss men are Sexy.  With a capital S. Just to mention two:  there was yer man in the lift (oh who could ever forget him);  there was JRM in the boxing ring.

And now JRM is sashaying around like a fish supper with a little half smile playing on his lips in the latest advertorial. What has happened?  Which demographic is this supposed to appeal to exactly?  Straight women/gay men, I'm at a loss.

He's getting in touch with his feminine side for sure and nothing wrong with that.  But we like the full on macho strutting of Henry VIII and the blatant smouldering very much indeed, so why is he being constrained into a pastel shirt and a boring old day out.

Why is JRM not being used to do what he does best - outright seduction?  Readers, maybe you love this ad. I ask you to view it and tell me your thoughts.

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