Bleu de Chanel may come from France, where the 106-year-old fashion house is based, but it’s an international phenomenon. The woody, masculine fragrance consistently ranks among the top sellers in the UK, United States, and beyond. And today, Chanel announced that the new face of the smash-hit cologne is very much a part of that world-spanning cohort of fans. The man in question is Jacob Elordi, the Australian actor you know from Euphoria, Frankenstein, and Wuthering Heights—or maybe just because you’re a menswear fan who has tried, like so many menswear fans have, to emulate one of Elordi’s famously influential fits. His campaign will debut in May.
“I have been following Jacob Elordi’s career for several years, since Euphoria,” Thomas du Pré de Saint Maur, Chanel’s head of global creative resources, fragrance and beauty, said in a statement. “He perfectly embodies Bleu de Chanel: expressing freedom, mystery, magnetism, and a masculinity that blends modernity with a certain classic elegance.”
Elordi, for his part, was drawn not only to the scent but to Chanel’s long history of working with top talent—both behind and in front of the camera—to create short films tied to its scents. (He and du Pré de Saint Maur met on the set of See You at 5, a film promoting Chanel No. 5, in which Elordi starred alongside Margot Robbie; du Pré de Saint Maur described the experience as “a revelation.)
“The filmmakers and actors who have collaborated with the House before me are people I deeply respect and admire,” Elordi said in a statement. “Being able to become part of this story is an honor.”
Aside from the cinematic ties, putting Elordi out there as the face of a fragrance just plain makes sense. The guy is a tall, absurdly handsome, genuinely talented actor who inspires droves of people to dress like him. Of course you’d want to smell like him, too. But seeing as most of us will never get in sniffing distance of him, that second part used to present some logistical difficulties. Now, if you want to smell like Jacob Elordi, you know that all you have to do is spritz a little Bleu de Chanel. Problem solved.