It’s about time men’s colognes stopped being about the crisp marine seafoam spraying off his yacht or all the varieties of tobacco he smokes inside his man-lair of international exotica acquired on his Jack London-esque adventures. Marc Jacobs is doing away with these notions of masculine “dignity” with his latest fragrance, Bang, which found its inspiration at the gym. While he doesn’t propose this as an overtly athletic scent—leave that to the spray deodorants—he is fully reveling in the sexual connotations, even posing nude in the ads himself. Bang will be released late July at Bloomingdales and Marc Jacobs boutiques, $55/$75.