A ‘Heart-to-Heart’ with Joong Archen Aydin
A playful campaign celebrating love through Flowerbomb and Spicebomb
Viktor & Rolf Fragrances is marking Valentine’s Day with a face that feels both romantic and refreshingly modern: Southeast Asia regional ambassador Joong Archen Aydin. The Thai actor and performer has built a devoted following across the region, known for his on-screen charisma, polished style, and an ease that never feels forced making him a natural fit for a house that thrives on couture drama with a surrealist twist.
In the brand’s “Heart to Heart” campaign, Joong steps into a world where emotion meets play. The visuals are flirtatious yet refined, echoing Viktor & Rolf’s signature balance of elegance and edge. He embodies a kind of modern romance that doesn’t try too hard—confident, expressive, and guided by feeling rather than formula.
The campaign spotlights two pillars of the house: Flowerbomb and Spicebomb. Flowerbomb remains a global force nearly two decades after its launch, beloved for its lush, almost cinematic floral explosion that redefined the gourmand-floral category. It’s bold, enveloping, and instantly recognizable.
Then there’s Spicebomb, first introduced in 2012 and still going strong with iterations like extreme, night vision, infrared, dark leather, and metallic musk. In our opinion, Spicebomb is one of the most wearable spicy fragrances out there—especially for entry-level fragrance wearers looking to explore something warm and seductive without it feeling overwhelming. It’s spicy, yes, but smooth enough to feel approachable.
Together, Joong and these iconic scents make a compelling case for gifting with intention this Valentine’s Day: something heartfelt, a little daring, and impossible to forget.
Viktor & Rolf Fragrances are available at Fresh, SM Stores, Look, Robinsons Department Store, and other leading department store
