Why Adam Levine Decided to Do a Fragrance
The only thing lamer than celebrities with their own fragrances? Stars who think they're too cool to launch a scent.
That's according to Adam Levine, who after slamming the trend on Twitter last year, changed his mind and revealed plans to do a fragrance masterbrand called 222 by Adam Levine in May 2013.
So why the change of heart?
"I'm not going to lie, I cringed the first time I heard about [the offer of doing my own fragrances]," he told WWD. "But at the end of the day, I thought that it was a cop-out to say, 'Oh, that's lame. I don't want to do that.' Just to say no and not to try to elevate this is a cop-out."
The Voice coach and Maroon 5 frontman, 33, added: "I've seen cool, sexy, inspiring things in fragrances," mentioning Dior Homme as a favorite. "If I'm emulating those things, then I love it. If I'm not putting any effort into it, if I'm cashing in and just letting it go and having nothing to do with the creative process, I'm not interested."
And it seems he's learned his lesson about never saying never. When asked about a possible clothing line, the stylish singer responded:
"I don't want to spread myself too thin — I'm already in danger of that. I'm trying to just focus on the things I can really do my best. You start multitasking too much, and the quality of what you're doing starts to diminish."
In addition to recording with his band and appearing on The Voice, Levine is said to be in negotiations to star in the second season of FX's American Horror Story.