James Franco is the new face of Coach fragrance

James Franco adds to his impressive resumé with a new gig at Coach.

Last year Coach introduced a new perfume and names Chloe Grace Moretz as the face of the scent. Now the brand has tapped another highly recognizable face to front the men’s fragrance campaign. Meet your new Coach man, James Franco.

This is a new role for the actor (and renaissance man) who in recent years has added director, producer, writer, artist and lecturer to his resumé. The Spring Breakers actor was tapped to be te face of Coach for Men, because of his “harmonious dualities,” and his “rugged-yet-refined sensibility,” according to WWD. Creative Director Stuart Vevers added: “James is the quintessential-cool Coach guy. He’s handsome, there’s a bit of danger and he’s thoughtful and challenging, energetic and prolific. He represents so many of the references I’ve used at Coach—references of American style that resonate around the world.”

What will be new fragrance smell like? Well, the women’s offering from the brand in 2016 was a mix of raspberry, rose and musk—very feminine, but also very nonchalant and cool girl. Which makes sense given Chloe Grace Moretz was the ambassador for the perfume. The bottle was one of our favourites of the year, so we’ve high hopes for the new scent, packaging and ads now that we know Franco is involved.

The Coach For Men fragrance will hit perfume counters in September.