Spanish filmmaker Pedro Almodovar will be the new image of the celebrated Galeries Lafayette in its upcoming ad campaign for menswear, the company said here Monday.

The director will appear on a poster for the exclusive French department store in a photo taken by Jean-Paul Goude for the campaign that will launch late next month, Galeries Lafayette said in a communique.

It said that his "extraordinary personality," his "avant-garde spirit and awareness of style" make him a perfect fit for the chain store's philosophy.

In the advertising, Almodovar appears standing in front of a director's chair holding the script of his next movie, "I'm So Excited" ("Los Amantes Pasajeros" in Spanish), which will premiere in France next month.

Goude said he was inspired by the world of Ballets Russes creator Serge Diaghilev in designing the photo. EFE