Giorgio Armani’s upcoming campaign for the fragrance, Armani Code, will feature actor Chris Pine. It marks the first time the brand has recruited a non-Italian model as it’s ‘face.’

Pine, 33 years old, is best known for his role as James T. Kirk in the 2009 film Star Trek, and its sequel, Star Trek Into Darkness.

The brand stated: “Chris 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.”

The campaign will debut for Spring 2014.

Pine takes over from models Domenique Melchior and Chris Folz, who appeared in campaigns for the Ultimate and Sport editions of the scent. He also follows in the footsteps of David Beckham, Rafael Nadal and Cristiano Ronaldo, who have all been past ‘faces’ for the brand’s fragrances.