Marc Jacobs loves how the name of his new fragrance has a "sexual connotation".

The designer is to release his latest men's scent, entitled Bang, in July and is a huge fan of its moniker because it sounds so intimate and has different meanings.

He said: "The name came to me first. We had been approached by Coty to do another men's scent - we did one many years ago - and I was in the gym, and the name Bang came to me.

"As a word, it has so many connotations, including a sexual connotation. And I loved the immediacy and the sound of the word. For me, fragrance is always a multilayered process - Bang was the catalyst for how this fragrance came to be. You're drawn to try it, to experience it."

Jacobs appears almost naked in the advertising campaign for the fragrance and although he was initially reluctant to strip off, he was persuaded to do so by his business partner Robert Duffy.

He said: "Robert and I work closely with Coty on these projects, and he said, 'Marc, you look so great now - you should be the model for men's fragrance.' My immediate reaction was, I don't know. But then I came to see that it made sense. Men's fragrance, unlike women's in a certain way, is very personal. It's a layer on top of skin - for women, it can be like changing a makeup colour, but not for men.

"Once I agreed to be the model, I couldn't see what I would wear to express this. We tried it with clothes, but it didn't work. Then Juergen Teller, who shot the campaign, had the idea for the silver Mylar, and it all came together. The silver Mylar also gives it that flash, that bang."