Gucci has announced that Jared Leto, the actor/musician/ is the new face of its Gucci Guilty men’s fragrance.

Leto announced the news on Snapchat by appearing in a short video with Gucci creative director Alessandro Michele. The new campaign, directed by Michele, is shot in Venice, Italy. 

Prior, Leto was the face of Hugo Boss Red. He succeeds actor Chris Evans, who starred in the Gucci Guilty campaign along with Evan Rachel Wood.

Leto cut off his signature long hair and shaved his beard earlier this year, for his role as the Joker in Suicide Squad. Check out this feature on Leto’s hair evolotion by Harper’s Bazaar.