PARIS – Gavin Casalegno is the new VIP ambassador for Viktor & Rolf’s Spicebomb men’s scent.

The actor’s breakout role was as Jeremiah Fischer in the series “The Summer I Turned Pretty.”

“Choosing Gavin was a very deliberate decision, as he is undeniably a rising star. But more importantly, he is deeply culturally relevant, especially with the younger generation,” said Sandrine Groslier, global president of luxe fragrance brands at L’Oréal, which holds the V&R fragrance license.

“We were drawn to how naturally he embodies our vision of modern masculinity — it’s that perfect, rare balance between raw charisma, magnetic presence and an effortless coolness,” she continued. “Gavin isn’t just a VIP ambassador for us, he represents the energy and the authenticity of the audience we want to speak to today.”

Casalegno appears in a social-first campaign, which will be multifaceted, launching Thursday.

“It’s designed to be immersive and immediate and to capture Gavin’s magnetism in a way that feels both cinematic and raw, perfectly aligned with the explosive nature of the fragrance,” Groslier said.

She explained there’s a natural synergy between Casalegno and Spicebomb, the scent franchise launched in 2012.

“Both are bold and impactful, yet possess an underlying sophistication,” Groslier said. “Just as Spicebomb disrupted the fragrance world with its ‘explosive’ olfactory signature, Gavin brings a disruptive, modern energy that bridges the gap between classic masculinity and contemporary edge. He adds a layer of relatability and vibrancy that makes the franchise feel more alive than ever.”

She said Spicebomb has become a masculine fragrance icon. “However, for a franchise to remain iconic, it must evolve,” Groslier explained. “It was essential for us to ensure we are actively engaging with our younger audience and anchoring the brand in a more contemporary, future-facing context. Introducing Gavin allows us to translate the ‘Spicebomb’ DNA into the language of the next generation.”

The franchise’s strongest geographic markets are the United States and United Kingdom. Spicebomb’s sister fragrance Flowerbomb continues leading V&R’s feminine perfume portfolio.

“Spicebomb is the anchor of our masculine expression, and while it remains our core focus, we are also in a very dynamic phase of expansion,” Groslier said. “The portfolio is evolving, and we are already preparing for an exciting new chapter with major developments coming in.”