E! Online reports that Pattinson signed a $12 million deal to become the face of Dior’s men’s fragrances for three years. Helpfully, their anonymous insider also clarifies that “Rob likes the brand.” Though he dabbled in modeling as a young teen before his acting career took off (R.I.P. Cedric), the deal represents Pattinson’s first high-fashion partnership. We can presume his ad will feature a similar facial expression to this one.