Who’s the boss? Apparently, it’s Divergent star Theo James, who has been signed as the brand ambassador for the new scent BOSS from Hugo Boss. “I’m honored to be representing BOSS Parfums as an ambassador in their latest perfume campaign,” James said in a statement. “I have for a long time admired BOSS for achieving the perfect balance between the classic and contemporary. This campaign encapsulates the iconic spirit of the brand and reflects my own tastes and attitudes towards a truly unique fragrance.” Hugo Boss has turned to actors Jared Leto, Orlando Bloom, and Gerard Butler to front campaigns for their other cologne brands in the past. Look for the new fragrance to hit shelves in September.