Copy: Kris Seto
Photography: Lucian Clifforth, PlainSight
2025 — Boy Smells
Boy Smells launched Citrush as a provocative, poppers-inspired fragrance experience that quickly went viral following its 2024 debut before returning in 2025 as an expanded collection. Drawing from the visual language of underground nightlife, the campaign paired industrial sensuality with citrus brightness to create a world that felt bold + subversive.