Luxury off-the-rack couture menswear brand Brioni has just introduced Anthony Hopkins as the face for its Fall/Winter 2017 advertising campaign.

Oscar-winning Hollywood legend Hopkins is the perfect choice for the new line as Brioni builds on its use of celebrity ambassadors. Last year’s campaign featured Brioni associated with heavy metal band Metallica.

Hopkins recently starred in HBO’s hit series “West World,” and is one of the most respected actors alive today. With his visage associated with Brioni’s new line, the Fall/Winter 2017 campaign should further enhance the fashion house’s image. Metallica may be heavy, but Hopkins has gravitas.

The Italian company’s ads are set to appear in Beijing, Rome, and Milan on September 1. Germany, Japan, the U.K., and the U.S. will follow.