Wow I cannot believe how excited I got when I read these articles! Josh will be endorsing Emporio Armani Diamonds for Men, a masculine counterpart to last year’s Emporio Armani Diamonds women’s fragrance, which was fronted by Beyoncé Knowles.

Josh Hartnett has just been announced as the new face of Emporio Armani’s newest scent, which will be unveiled this June.

The Italian fashion house’s “Emporio Armani Diamonds for Men” will make its debut during the Spring/Summer fashion week in Milan, and Giorgio Armani himself couldn’t be happier of their choice to front their fragrance.

The fashion designer says of the 29-year-old actor, as quoted by people.com, “Both on and off screen he has a charm and charisma that is magnetic.”

“His individuality, allure and nonchalant way of being are all qualities which inspired me in the creation of his new fragrance.”

Source: All headlines

And here are some tidbits from other articles related to the news:

The company promises “a memorable print and TV campaign.”
Source: NY Fashion

Armani commented that the Emporio Armani generation is inspired by film and music, so Hartnett is the perfect choice for the campaign, which will appear in print and TV format. The fragrance will be launched this June, during the spring 2009 men’s fashion shows in Milan, where it will hit stores worldwide in August.
Source: MPDclick

Thanks to Makenna for the articles
You can check out Beyonce’s commerical here and here. And the poster here.