Coach has announced James Franco as the face of their new fragrance, Coach For Men, launching in September.

“James is the quintessential-cool Coach guy,” said creative director Stuart Vevers. “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.”

Franco, who was gave fellow actor Evan Peters career guidance in HERO 15, is well known as an actor, director, writer, artist and philanthropist. “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 in a statement. “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.”