Ralph Lauren launches Polo Red fragrance for menRalph Lauren has released a new high-octane men’s scent inspired by the designer’s love of classic cars. 

Soundtracked by “Cut Me Some Slack,” the rock anthem produced when Paul McCartney teamed up with former Nirvana members Dave Grohl, Krist Novoselic and Pat Smear, the 1 minute 20 second video advertising Ralph Lauren’s new Polo Red fragrance was directed by famed fashion photographer Bruce Weber.

Packed with speedboats, Lamborghini sportscars and shots of face of the brand, Argentine polo player Nacho Figueras, it’s a statement of intent for Ralph Lauren, which is hunting “confident young thrill seekers,” as Alexandre Choueiri, general manager of international designer collections at L’Oréal Luxe, told WWD

Polo Red was created by Olivier Gillotin of Givaudan, the nose behind Z Zegna and Balenciaga’s Cristobal, and who has also concocted scents for Beyoncé and Mariah Carey. 

His latest effort for Ralph Lauren opens with red grapefruit, Italian cedrat and cranberry, and grows into a saffron, lavandin and sage heart. The base is composed of cedarwood, coffee berry and amber.

The spray is available as an eau de toilette in three different sizes (US$44 for 45 ml, US$61 for 75 ml and US$76 for 125 ml) as well as a deodorant, a body spray and an aftershave balm. 

Ralph Lauren has also created an interactive brand platform including a digital racing videogame designed to lure younger fans of the brand, expected to arrive later in the year. 

The scent debuted via Ralph Lauren stores and Bloomingdales in the United States and will hit wider distribution from July.