James Franco is the Face of Coach's New Fragrance For Men

James Franco has a new gig!

The 39-year-old actor was just announced as the new face of Coach‘s upcoming cologne, Coach for Men, set to debut this fall.

PHOTOS: Check out the latest pics of James Franco

“James Franco has been named the face of our new men’s fragrance, Coach For Men. Available this fall. #CoachTheFragrance,” the brand wrote on Instagram.

Also pictured below: James joins Peyton List, Cameron Monaghan, and Christopher Meloni at the Hollywood Forever Cemetery for a Cinespia screening of North by Northwest, presented by Amazon Studios, on Saturday night (May 27) in Hollywood.