THE WHAT? Montblanc has named John Legend the face of its aptly named Legend fragrance line. Legend will front campaign for all five fragrances in the franchise, including the latest scent to join the collection, Montblanc Blue.

THE DETAILS According to a report published by WWD, Legend’s partnership spans two years, which means he will also appear in ads for the new fragrance slated to launch in January 2026.

THE WHY? Vincent Montalescot, Montblanc Chief Marketing and Merchandising Officer, told Billboard, “Montblanc is rooted in the culture of writing, a timeless brand that celebrates and fosters creativity and self-expression. As a songwriter, John Legend is a master storyteller with extraordinary creative talent, telling stories through his timeless and powerful music that move audiences across generations and geographies.”