Léa Seydoux is the new face of Louis Vuitton, which begs the question… is the face that fronts a House the key to its fortune?

Not content with racking up some serious film credits in art house gems like The Lobster, The Grand Budapest Hotel and the gritty Blue is the Warmest Colour, Paris-based actor Léa Seydoux was recently announced as the face of Maison Vuitton. She joins the likes of Alicia Vikander, Michelle Williams, Jennifer Connelly and Charlotte Gainsbourg—striking actors who have worked front (or face) of House.

During press dates for the 2015 Bond romp Spectre, Seydoux was almost exclusively dressed in both Prada and Miu Miu after also starring in their campaigns. Though it seems that from now on, she’ll be wearing a label a little closer to home.

Appearing alongside Creative Director of Women’s Collections Nicholas Ghesquière at the Unicef Ball recently, the star has expressed her admiration for his “incessant search for novelty.” There’s also a bit of bravo for her stylish homeland when she mentions Vuitton’s clout as a “symbol of French elegance.”

One can trace the notion of a fashion house’s “face” and the creation of model as a job title back to the father of haute couture himself, Charles Frederick Worth, whose wife Marie Vernet Worth modelled his creations from 1853. Empress Eugénie, the last Empress of the French, was just one notable customer who responded to this innovation of Worth’s (he was also the first to sew a branded tag into his clothes). It seems that LV, opening shop in Paris just a year later, is also no stranger to strategic branding and of course, the lure of a beautiful face.