Pedro Almodovar for Galeries Lafayette

French department store Galeries Lafayette announced on February 18 that Spanish director Pedro Almodovar was the new face of its men’s store.

The store’s iconic photographer, Jean-Paul Goude, portrayed Almodovar in a refined dandyesque outfit, consisting of a dapper suit and an oversize coat and holding the script of his upcoming film “Los amantes pasajeros” (“I’m So Excited”), a light comedy shown in US theaters in June.

The official campaign comprises posters on billboards throughout France, on the web and on catalogues starting in late March.

Galeries Lafayette will inaugurate its revamped men’s space on Paris’s Boulevard Haussmann (9th arrondissement) in May.