A former face of Gucci, James Franco is moving on. According to WWD, Franco is the star of a new fragrance campaign from Coach. The brand's creative director Stuart Vevers discusses the choice of Franco. He shares, "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." Vevers explains, "He represents so many of the references I've used at Coach–references of American style that resonate around the world."
Talking about his new gig, Franco says, "Creativity is the way I engage with life." He adds, "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. 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."