127 Hours star James Franco has been announced as the face of Coach's new fragrance, Coach for Men, launching September.

Franco collaborated with Coach's Creative Director Stuart Vevers on the campaign, and commented '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. 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'.