Dior announced on Wednesday, June 12, that Robert Pattinson would be the new face for Dior Homme fragrance. "Dior is delighted to announce that actor Robert Pattinson is to be the new face of Dior Homme fragrance. #DiorRob," the company said in a Twitter post, accompanied with a black-and-white picture of the actor.
A statement from the fashion house read, "The House of Dior is delighted to announce that actor Robert Pattinson is to be the new face of Dior Homme fragrance. He has since proven the scope of his acting talents by choosing films as varied as 'Remember Me' by Allen Coulter, 'Water for Elephants' by Francis Lawrence in which he starred alongside Reese Witherspoon, or with his role as 'Bel Ami' the famous Maupassant character."
"Today we are excited to announce that he will join the privileged circle of Dior faces. Photographed by American artist Nan Goldin and filmed by French director Romain Gavras, this new Dior Homme communication campaign is currently broadcast exclusively in Europe (except UK) and Asia (except China and Japan)," the statement continued.
Women's Wear Daily noted that the campaign in printed media would start on September 1. The pictures will be featured in various men and women magazines as well as newspapers. TV commercials with 60 seconds' and 80 seconds' duration are set to release on the same date. Most part of the video was shot in New York.
E! News reported that pictures of the printed ads were revealed in a party at West Hollywood's Soho House on Tuesday night, June 11. Rumor has it, the campaign for the ads will be steamy, featuring the British heartthrob and barely clothed women.