Yellowstone star Luke Grimes has been unveiled as the new face of Stetson fragrances, featuring in a campaign shot at Diamond Cross Ranch, Wyoming.

The American actor commented 'I grew up with Stetson. As an actor and musician, I value authenticity and craftsmanship, and Stetson embodies these values completely. I was really drawn to the tagline of the campaign - "Be Your Own Legend". It's about living authentically, being true to who you really are. Those are the types of people we call legends'.