By  on February 22, 2008

PARIS — Parfums Givenchy plans to bring sexy back to its scent portfolio by tapping Justin Timberlake to front a men's fragrance, which will bow in the fall.

"He's multitalented, he's been voted one of the sexiest men in the world and he's a trendsetter, not just in musical terms but in the way he lives and dresses," Alain Lorenzo, Parfums Givenchy's president, told WWD Thursday. "He's very popular everywhere. He's not just the idol of the Americans or of the Brits, he's truly a world-recognized artist in his field."

As well as singing and producing, Timberlake, who joins Liv Tyler in Givenchy's celebrity spokesmodel stable, has also tried his hand at acting and in 2006 founded the William Rast sportswear brand.

Lorenzo insists, however, that Timberlake's turn as the face of a fragrance is not merely another string to his bow.

"We're not into just signing yet another celebrity," said Lorenzo, who declined to give details of Timberlake's contract. "We wanted someone that would be in tune with the story of the new perfume and also in tune with the timeless values of elegance that the brand stands for."

While the singer wasn't involved in the development of the fragrance, which will roll out worldwide in 2009, he saw and smelled it before inking the deal.

"When he smelled it, his only words were 'It's cool,'" Lorenzo recalled.

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