Jonathan Rhys Meyers in Hugo Boss ads

After bagging the contract to model for Versace for its autumn/winter menswear range, 'Bend It Like Beckham' star Jonathan Rhys Meyers will now front Hugo Boss' latest campaign. Meyers is all set to appear in an advertising campaign that aims to boost the Hugo Boss fragrance franchise in the US , which to date has not had the same success as it has in Europe. Big Bosses at Hugo feel that with his stunning looks and huge fan following, the 'match Point' is the perfect celeb to be the new face of Hugo Boss.

"We see a real opportunity with this brand. Hugo Boss does very strong business on a global scale, but the US fragrance business is underdeveloped. We haven't peaked with it yet" Contactmusic quoted president of Proctor + Gamble Prestige's US division Don Loftus, as saying.