James Franco just became the face of Coach for Men, a new fragrance launching in September.
Having once portrayed James Dean, Coach calls the actor, director, writer and philanthropist a "rebellious spirit."
"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," Stuart Vevers, executive creative director of Coach said. "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," said James 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."