Diesel taps Alex Pettyfer for fragrance campaign

Alex Pettyfer is the new face of Diesel’s Only The Brave fragrance.
The English actor, who found fame as a teenager in Alex Rider: Operation Stormbreaker, succeeds Liam Hemsworth as Diesel’s new campaign star.
“The Only The Brave hero is a charismatic leader, who confidently moves forward in life with strong determination and will,” said Guillaume de Lesquen, international general manager of designer brands fragrances at L’Oreal, which holds the Diesel perfume license. “Pettyfer will lead and unite a global squadron of young and influential braves.”
Over his 12 years in Hollywood, Alex has starred in numerous box office hits, including Magic Mike and Lee Daniels’ The Butler. After an 18-month break, he can currently be seen in thriller The Strange Ones and next up is Back Roads, where he stars opposite Juliette Lewis and Nicola Peltz.
The drama, about a young man stuck in the Pennsylvania backwoods caring for his three younger sisters after the shooting death of his abusive father and the arrest of his mother, also marks the 27-year-old’s directorial debut.
Alex previously tried his hand at modelling when he was cast in Burberry’s spring/summer and fall/ winter 2008 campaigns opposite Eddie Redmayne.
“I loved modelling,” Alex once told beautyandthedirt.com. “I don’t like cheesy photos, but I loved doing the Burberry campaign. Not a lot of actors are comfortable being still in front of a camera, but I’m fine with it.”.