Most people in the MMA space know about high fashion primarily through the two Zoolander documentaries.

Now, in yet another sign that mixed martial arts has arrived in the mainstream, Versace has released a new fragrance for men with a mixed martial arts marketing theme. If there was a fragrance genuinely inspired by a fight gym, it would look something like this.

So Dylan Blue – yes that really is the name – is more inspired by movies with some mixed martial arts talent in them, than actual MMA itself. And not ‘Red Belt’ or ‘Warrior’ but “Never Back Down 3′.

Apparently it’s aromatic, woody – fougere composition with fresh aquatic notes, Calabrian bergamot, grapefruit, and fig leaves at the top, develops with a heart of violet leaf, papyrus wood, organic patchouli, black pepper and ambrox. Mineral musks, tonka bean, incense and saffron wrap the composition up and give it a fougere vibe.

What the f@$% is tonka bean? What is any of that?

However, there is a cool part – the advertising campaign, which was shot by iconic fashion photographer and occasional filmmaker Bruce Weber, has some actual fighters in it. The credits list models Gigi Hadid, Trevor Signorino, Alan Jouban, Louis Solywoda and Filip Sjunnesson. They neglect to mention that Jouban in addition to being a professional male model is also a badass UFC welterweight, coming off a main card, Fight of the Night winning performance at UFC Fight Night 90 in early July. The credits also reference MMA fighters Nic Thompson and Lukasz Grabowski, among other combat sports athletes.

I’ve been watching lots of movies lately where the actors are mixed martial arts fighters, explained Weber. It seems like they are always proving themselves, so that the women characters will fall in love with them. I thought it would be interesting to do some photographs and make a film that dealt with this kind of relationship. Many women I know really respect the sensitivity and vulnerability of men. I wanted to show that men can have these qualities while remaining very strong and disciplined—like great athletes—and still fall in love with the girl of their dreams. For me, Versace has always represented this kind of driving passion. That’s why I’ve always loved working with them—they give photographers and filmmakers like me the freedom to imagine a big life.”

The fragrance will be introduced at Harrods of London on July 26, and launch in the USA in early August, followed by Europe in September.

It will retail at $65 for 100 ml.

We are not making any of this up.