Jun 13, 2013 10:28AM

Robert Pattinson New Face of Dior Homme Fragrance

Market sees unprecedented increase in tween girls buying men's fragrance.
Photo courtesy of Dior

Sparkling vampire Robert Pattinson is the new face of Dior Homme fragrance. Dior denied rumours late last year when it was speculated that the Twilight star would front the campaign for $12 million. They confirmed the news a few hours ago on Facebook, telling WWD that the campaign will run this September in the form of print and TVC (however his fee has not been confirmed).

Dior has also revealed the creative team behind the campaign — feminist photographer Nan Goldin, and director Romain Gavras, who was behind M.I.A.'s 'Born Free' video. Interesting, very interesting. It feels unnatural to be this excited about an ad.