The Maroon 5 frontman is releasing two new scents for men and women.

Back in 2011, Levine famously tweeted that he would "like to put an official ban on celebrity fragrances. Punishable by death from this point forward."

A video released last night by People magazine shows the "Voice" judge and Grammy award-winning singer Adam Levine explain his reason for ignoring his own edict and unleashing his olfactory prowess on an unsuspecting public.

"All right. I typically hate celebrity fragrances," opens Levine in the two minute video, before the singer goes on to promise that this, however, is "the anti-celebrity fragrance."

Now on sale at Macy's (and also available "wherever fine fragrances are sold" according to the ad), these are "two different scents that are bold and unique and make people feel good about themselves," he adds.

Directed by fashion photographer Travis Schneider, the film mixes together Levine's musings with vintage footage of car stunts, motorcycle paraphernalia and artfully shot lingerie models.

"I want[ed] to be involved every step of the way," explained Levine. The 34-year-old singer, who has been recently linked to a series of fashion models including Victoria's Secret pair Anne V and Behati Prinsloo, apparently added his own input on small details, including "the design of the bottle, the way it smells on a woman."

Let's hope the scents don't make it 'Harder to Breathe'! Both the men's and women's fragrances currently retail at $65 for the 3.4 oz eau de parfum at Macy's, and there are plans for increased distribution both domestically and internationally throughout the year.

Watch the video: http://stylenews.peoplestylewatch.com/2013/06/19/adam-levine-video-fragrance-exclusive/