Fashion house Coach has signed actor James Franco as the face of its new fragrance.

Coach says that as an actor, director, writer, artist and philanthropist, James Franco “embodies the creativity, confidence, curiosity and innate style of the Coach Guy”.

“He is dynamic, daring, magnetic and multifaceted. He is defined by harmonious dualities: rugged yet refined, fearless and brave yet thoughtful and grounded. He has a rebellious spirit – and it’s perfectly fitting that he once played James Dean,” said Coach in a statement.

Coach for Men will be launched in September. Coach creative director Stuart Vevers says Franco represents “so many of the references I’ve used at Coach – American style that resonate around the world”.

“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 said.

“Creativity is the way I engage with life,” added Franco. “It’s the way I engage with other people and communicate, and it’s really the way I find meaning in life.”