Jimmy Choo is Proud to Introduce Urban Hero Gold Edition

Following the launch of 2019’s Urban Hero, Jimmy Choo is proud to introduce Urban Hero Gold Edition, a sophisticated new member of the Urban Hero family and a fresh ode to the mysterious and confident Jimmy Choo Man.

I heard reports going in about this being quite a young man's fragrance. Probably too sweet for a man who is starting to appreciate quiet nights in and relieved to hear about stag dos being cancelled. 

And certainly the branding on the bottle seems to be keeping with those preconceptions. The Urban Gold motif inscribed in a graffiti font with spills. I already feel old. The nose behind this fragrance is Juliette Karagueuzoglou, who has incorporated some of her own personality and preferences. She is a self-confessed avid fan of the orange blossom orchard and that is evident with the top notes of Blood Orange and Pineapple. 

First impressions

A very sweet citrusy opening. Some push from the lavender that makes a thoughtful approach but is not integral enough to the plot of this fragrance. I'm immediately aware that the plot is not one of high art. But that's fine. Not everything has to be high art, there's room in life for hamburgers as the Americans say. 

The scent delivers on its promise on being playful, having a vibrancy and certainly this is a great social scent. It has the makings of being something else, something more sophisticated, and to a certain degree I would say this burgeons on being an elegant fragrance for a man of any age. 

The woody base notes of sandalwood and oakmoss are a strange afterthought. Which in itself could sound paradoxical, of course it's an afterthought, the base notes will always come in to play later and more so on the dry down. But what I mean is they are really just there to make up the numbers. To tick a box. They don't offer anything to the supposed duality and 'multifaceted' composition that Jimmy Choo will want you to believe it has. 

The bottle has the bright golds and deep blacks, that's as far as I'm willing to concede, that this fragrance has any sort of complexity. Which is fine. As I mentioned previously, not everything has to be high art. I can appreciate this for what it is. A nice, light, very versatile fragrance. I would even put this under an aqua-sporty fragrance that I could wear to and from the gym. It lasted a few hours on my skin, didn't out stay its welcome. Much like it won't do in my thoughts. 

That said a perfectly serviceable fragrance. A decent gift for fans of Jimmy Choo. Perhaps if you're looking to buy something for the 20-30 something friend or relative that is considered somewhat a contrarian who likes to think of himself as anti-establishment, whilst simultaneously being loyal to designer brands. 

100ml – RRP: £72.00/ €88.00 50ml – RRP: £51.00 / €61.00