James Franco embodies Mavericks, rebels, and all-American dreamers for the new Coach fragrance

The Coach for Men fragrance campaign was photographed by Steven Meisel starring James Franco. The actor is seen leaning against a vintage Plymouth Valiant with the New York City skyline in the background. James captures the tension between past and present while exuding a timeless sense of cool.

“James is the quintessential-cool Coach guy,” said Stuart Vevers, Coach’s creative director. “He’s handsome, there’s a bit of danger and he’s thoughtful and challenging, energetic and prolific. He represents so many of the references I’ve used at Coach — references of American style that resonate around the world.”

The smoky, midnight blue bottle references many of our iconic codes—a gunmetal spray cap shaped like a turnlock, a distinctive hangtag charm, and a horse and carriage logo engraved into the glass.

Coach For Men symbolizes the spirit of the brand. Complex and masculine, it opens with energetic notes of citrus and pear, which gives way to a warm burst of cardamom and coriander, before drying down to an earthy base of vetiver with hints of suede and ambergris.

Discover Coach’s new men’s scent in stores and online.