Sexy in Brazil

Wicked has been so quiet… 

Um, you were saying? 

It was only a matter of time. And as I said a couple of weeks ago in our weekly mailbag over at The Squawk, it’s not that the Wicked: For Good press tour hasn’t been as bombastic as it was last year, it’s just that the legwork had already been done, and all the brand partnerships were in place, so they working smarter, not harder. 

We are now just over two weeks away from opening day, and the press tour has officially started. Yesterday Jon M Chu, Cynthia Erivo, and Jonathan Bailey, aka the Sexiest Man Alive, were in São Paulo and, sorry, no disrespect to the sexy king, but we need to start with Cynthia’s look because OMG. This is custom Jean Paul Gaultier styled by Jason Bolden and it’s a f-cking banger, holy sh-t.

OK, now we can thirst over the man who has just saved the Sexiest Man Alive title from irrelevance. Remember, one of the key criteria to becoming the SMA is that he must accept the crown, and receive it with both grace and game. Like you have to want to play along, embrace the silliness and the fun of it. And Jonathan is clearly having a great time. As he should! There are worse things in the world than being called the Sexiest Man Alive! 

@wickedmovie

The sexiest man alive, at your service 😎

♬ original sound - Wicked: For Good

Bonus points to the Wicked social media team for capitalising on this situation and turning it into great content in support of the movie. Not that they didn’t already have a lot to work with but in a competitive marketplace, any advantage helps. 

As noted yesterday with the announcement, this has been the most well-received Sexiest Man Alive issue in years, since probably Michael B Jordan. At least from what I can see in my feed, it’s good vibes only. Which underscores what a smart decision PEOPLE Magazine made. Jonathan Bailey has actually brought sexy back to the Sexiest Man Alive. And he is wearing the crown with pride, in every sense of the word. He’s also taking that pride on tour – kind of like how a pageant winner parades around the stage, doing the royal wave, but in his case, he’ll be visiting countries around the world, blessing audiences with his sexy drip. Nobody loses, everybody wins!