Montblanc has announced that singer-songwriter John Legend will be the new face of its Legend fragrance collection. 

The collaboration aims to blend Montblanc's legacy of luxury and craftsmanship with Legend's creative and influential presence.

The Legend fragrance line, launched in 2011, includes Montblanc Legend Eau de Toilette, Montblanc Legend Eau de Parfum, Montblanc Legend Spirit, Montblanc Legend Red, and the newly introduced Montblanc Legend Blue. 

The latest addition features a blend of spearmint, lavender, cedarwood, sandalwood, and moss.

The new advertising campaign will feature Legend's creative process, showing him at his piano using a Montblanc Meisterstück writing instrument. The print campaign will include portraits of Legend, emphasizing his thoughtful and inspirational approach to his work.

Vincent Montalescot, Montblanc's chief marketing and merchandising officer, highlighted the synergy between the brand and its new ambassador. 

"Montblanc Legend and John Legend share much more than a name, they also share attributes that make this relationship particularly meaningful.  Montblanc is rooted in the culture of writing, a timeless brand that celebrates and fosters creativity and self-expression," Montalescot said. "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."

Legend, meanwhile, expressed his enthusiasm for the partnership. 

"I am excited to embark on this exciting chapter with Montblanc Legend. Montblanc is an enduring Maison that is synonymous with craftsmanship, innovation, and creativity, and Legend reflects these values with its original and beautifully crafted fragrances," the singer said. "As a writer and composer, I love that Montblanc enables people to write their stories beautifully with precision and care, and in doing so, craft their own legacy and legend."

This partnership marks a significant step for Montblanc's Legend collection, highlighting a shared dedication to creativity, storytelling, and excellence.