Coach has tapped James Franco as the face of its newest men’s cologne, Coach for Men.

In a statement, the 39-year-old multitalented star said:

“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. I enjoyed collaborating with Stuart [Vevers, creative director]. 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.”

Coach for Men is slated to launch this fall.