Actor Robert Pattinson has reportedly signed a deep-pocket deal ($12 millions) with Dior Parfums to be their next leading man to front a masculine eau ad campaign.
Following his very public sentimental woes with straying girlfriend Kristen Stewart which left him somehow looking even more handsome, the creative eyes at Dior did not miss that subtle metamorphosis and decided he needed to bring that new-found charisma to their table...
Pattinson in turn reportedly had his pick between three different brands but chose Dior because they are "classic and timeless", a good fit with his own sense of style which conveys updated British traditional.
The advertising shoot is set to take place in London where it will be styled Moulin-Rouge fashion, in black and white, which might or might not be a tip of the hat to Baz Luhrmann's musical love vignette on the mythology of the Moulin Rouge and Paris. Chanel already used that universe and the Australian director to create an ad for Chanel No. 5 with Nicole Kidman.
This is the first time that Robert Pattinson signs a beauty contract. He will join Jude Law and Natalie Portman in the Dior Parfums stable, whose executives seem to be particularly sensitive to masculine British charm and the impact that celebrity can bring to perfume.
Girlfriend Kristen Stewart is currently the face of another fragrance from another brand, Balenciaga Florabotanica.
Brad Pitt is also helping mesh the 7th Art and the perfume industry better as the current spokesperson and first masculine face for Chanel No. 5.