The fashion brand enlists actor Zac Efron as its new brand ambassador for the Hugo Boss HUGO Man fragrance. The German brand embraces the hashtag, #YourTimeIsNow for its upcoming campaign, spearheaded by Efron.

The campaign is set to empower today’s generations to embrace the fresh potential of every day, and make their mark on the world. The digital efforts hope to tap into a youthful market with a focus on dreams and possessing the passion to achieve goals. Efron will also appear in a fragrance advertisement for HUGO Man fragrance.

An intriguing mix of classic movie star with an irreverent, urban edge, Zac’s unique style, confidence, charisma and wit makes him the perfect advocate for HUGO Man’s biggest venture yet.

More info about the fragrance will be launching in March.