Former "Twilight" star Robert Pattinson has signed on as the new brand ambassador for the fragrance Dior Homme from Parfums Christian Dior.
Following a premiere party at Soho House in West Hollywood, Calif., Tuesday night, the couture fashion house tweeted Wednesday that "Dior is delighted to announce that actor Robert Pattinson is to be the new face of Dior Homme fragrance."
In an accompanying statement the company said, "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)."
Previous Dior brand ambassadors have included Natalie Portman, Jude Law, Charlize Theron and Alain Delon.
Bloggers attending the Tuesday event said some aspects of the campaign, titled "1000 Lives," use the Led Zeppelin song "Whole Lotta Love." The campaign also includes underwater photography filmed by Peter Zuccarini, who has shot for Armani and Ralph Lauren.
Director Gavras, whose work includes the M.I.A. music videos for "Born Free" and "Bad Girls" and for Kanye West & Jay-Z's "No Church in the Wild," is the son of famed Greek director Costa-Gavras, whose 1969 political thriller "Z" won the Academy Award for foreign language film and was nominated for best picture.
Pattinson, 27, recently completed filming "The Rover" with Guy Pearce and will soon start shooting David Cronenberg's "Maps to the Stars."
Pattinson and his "Twilight" co-star Kristen Stewart, who weathered a cheating scandal last summer and then reconciled last fall, split up again in May.