COACH NAMES JAMES FRANCO AS FACE OF NEW MEN’S FRAGRANCE

American fashion house Coach has announced actor James Franco as the face for Coach For Men, a new fragrance that will launch in September.

An actor, director, writer, artist and philanthropist, Franco “embodies the creativity, confidence, curiosity and innate style of the Coach Guy,” said the company. The brand continued to describe Franco’s “dynamic, daring, magnetic and multifaceted” qualities as reasons why it chose him to become the face of its new men’s fragrance.

“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,” said Stuart Vevers, creative director of Coach. “He represents so many of the references I’ve used at Coach—references of American style that resonate around the world.”

“Creativity is the way I engage with life. It’s the way I engage with other people and communicate, and it’s really the way I find meaning in life,” added Franco. “I enjoyed collaborating with Stuart. There are a lot of references to Coach tradition in his designs, but with an added spin, and that idea is something I have done in my creative work.”