Chris Pine has just been announced as the new face of one of the world’s best-selling men’s fragrances, Armani Code – we can’t say we’re surprised.

According to Giorgio Armani, Pine “perfectly embodies the brand’s spirit with his strong charisma and natural elegance. Besides revealing great talent, high versatility and the right amount of irony on set, his magnetic charm makes him the ideal match for this fragrance.” 

Pine can currently be seen on screens worldwide as the titular character in Jack Ryan: Shadow Recruit directed by Kenneth Branagh. He also recently reprised his role as Captain Kirk in the Star Trek franchise, co-starred in Tony Scott’s Unstoppable with Denzel Washington and battled Tom Hardy for the heart of Reese Witherspoon in This Means War.

The new advertising campaign for Giorgio Armani Code will be released in Spring 2014.