If you've been thinking actor James Franco has been quiet of late - you're about to see a whole lot of more of the 39-year-old. Fashion house Coach has just announced that the Spring Breakers star will be the new face of their upcoming men's fragrance, Coach for Men. He joins pop starlet Selena Gomez as face of the revitalised American brand.

The creative director of the brand, Stuart Vevers, explains his choice of ambassador was due to Franco's cool-boy approach and creativity. "James is the quintessential-cool Coach guy," Vevers told WWD. "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."

Franco added he's a fan of Coach's mix of tradition and new ideas. "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 [Vevers, creative director]," he explained. "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."

No news on when the actual campaign or fragrance will be hitting the market, but it's safe to say a giant Franco billboard will be a real treat.  

James Franco just landed a surprising new role