The latest male scent by Coach has a New York attitude and an American authenticity. It is said to symbolise the fashion house’s belief of creating everyday luxuries.

Coach For Men opens with a top note of crisp Nashi pear. This deepens with a spicy burst of cardamom, then ending with a richly textured base of vetiver, suede and ambergris.

To celebrate the launch, Coach has appointed James Franco as the campaign’s face. The American actor, director, writer, artist and philanthropist is seen as the perfect embodiment of the scent.

“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,” said executive creative director Stuart Vevers.

Coach For Men is designed as a blend of classic and modern values. — Coach

“He represents so many of the references I’ve used at Coach—references of American style that resonate around the world.”

Franco, on the other hand, stated that he enjoyed collaborating with Vevers. “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.”

“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,” he added.

In the campaign visuals, Franco is seen leaning against a vintage Plymouth Valiant with the New York City skyline in the background. He captures the tension between past and present while exuding a timeless sense of cool.