Kenneth Cole and Joe Jonas celebrated the launch of Kenneth Cole Fragrances’ new men’s fragrance, INSPIRE, with a VIP event at the top of One Times Square in New York City. The evening marked the official launch of the fragrance and its global campaign, starring Jonas as Kenneth Cole’s new Global Brand Ambassador.

Notable attendees included Joe Jonas, Kenneth Cole, Emily Cole, Mike Deleasa, KJ Dillard, Kaitlyn Bristowe, Charity Lawson, Katie Thurston, Ally Shapiro, Ben Taylor, and ROSIE.

Guests joined Jonas and Cole for the unveiling of the campaign film, directed by Anthony Mandler, featuring an original power ballad performed by Jonas and created for INSPIRE. The campaign takes a playful approach to traditional fragrance advertising, incorporating cinematic visuals, humor, and an over-the-top performance.

Developed in partnership with Parlux, INSPIRE marks a new fragrance pillar for Kenneth Cole, with Jonas contributing to the campaign from concept through execution. The launch also kicked off a broader New York City campaign featuring a One Times Square takeover, branded pedicabs, wild postings, and additional activations.

Image credit: Kevin Mazur and Cindy Ord, Getty Images