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Who hasn’t dreamed of strolling by the Eiffel Tower at night with Justin Timberlake? While we may not get to experience it firsthand, we will soon see it on TV. Timberlake, spokesperson for Givenchy’s Play, has been in Paris this week secretly filming his first commercial spot for the luxury manufacturer’s men’s fragrance. Beginning at midnight for two nights, the singer has been shooting what one source describes to PEOPLE as “a romantic adventure. This storyline has Justin and his girlfriend (an unidentified actress) come running across the grass of the Champs de Mars to the Tower. They make their way into the Tower through the South entrance and up the staircases to the first level. There, he strolls the balustrades overlooking the city and playfully climbs the girders of the Tower. Those last scenes, will be done on the second level,” source addeds, “and by stuntmen.” The spot is Justin’s first for ‘Play’ fragrance, Givenchy tells PEOPLE, and the 60-second spot will debut on European television only “beginning early 2010.” During an all-night Thursday morning shoot, early risers caught Justin in a tuxedo and soft hat still filming at dawn in the arc-lit gardens at 7 a.m. surrounded by a 40-50 person crew. “Our storyboard shows 30 different set ups (camera positions and angles),” one filmmaker told PEOPLE, “so there’ll be a lot of moving about. He works quickly though…” Not quickly enough — we can’t wait to see the finished product! –Peter Mikelbank

Courtesy of Givenchy

You saw Justin Timberlake’s sexy ad for Givenchy’s Play, and now, courtesy of Givenchy, you can go behind the scenes of his photoshoot! Click here to watch Justin charm the camera (and everyone who watches) at playgivenchyvideo.com, and click here to read what Justin had to say exclusively to PEOPLE about scents and sex appeal.

Courtesy of Givenchy

Do you want to know what Justin Timberlake smells like? Well, chances are these days, it’s Givenchy’s men’s scents Play and Play Intense, which the singer signed on to be the face of last year. With his magazine ads breaking in the U.S. in September magazines, the singer dished on his own scent preferences exclusively to PEOPLE. So what smells good to the sexy star? “The greatest scents in the world are pheromones,” he confides. “Just the actual smell of a person’s skin.” But that doesn’t mean that he hasn’t worn his own fair share of fragrances. “I was 13 or something. I thought [Polo fragrance] was cool. I remember when [ck One] was, like, a big deal. Everybody from my school smelled exactly the same.” No more generic scents for Timberlake, though. Although the Givenchy’s scents don’t bear JT’s name, he admits to having a hand in creating the scent. “I think the way we did [it] was kind of cool,” he says, “because [I got ] to pick notes. I’m not a scientist, I won’t be in there doing the chemistry or mixing the chemicals, [but] I really enjoyed the process of working with Givenchy and getting involved in the actual fragrance. It means more to you. It feels more personal. I actually wear it,” he says. But the big question is, what does girlfriend Jessica Biel think? “I get a lot of compliments [from her] when I wear it,” he says. Sometimes, though, even the sexy face of a fragrance brand prefers to go all-natural. “I actually like my own funk smell sometimes,” he says. Buy Play at macys.com, $53 for a 1.7 oz. EDT. Tell us: What do you think of Justin’s Play ads? Will you try the fragrances?

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While Justin Timberlake’s face has graced the ad campaigns for Parfums Givenchy men’s fragrances, Play and Play Intense, in Europe for almost a year, don’t count on him launching his own signature scent anytime soon. WWD caught up with the multi-tasking superstar who says “there’s some level of narcissism you have to put in check” to do one. So while we won’t get to see Justin bringing sexy back for his own sake, his Givenchy fragrance campaign will be launching stateside this fall. The ads for Play and Play Intense, shot by Tom Munro, will break in September fashion, beauty and lifestyle magazines — and we can’t wait! And even though the rest of Hollywood seemingly jumps into the fragrance business, Justin is content just fronting the campaigns — for now. “I don’t know that I would be completely comfortable with a my-name fragrance,” he tells WWD. “It feels like cheating, almost. It doesn’t seem like you’re creating anything.” But don’t rule out a more personal fragrance from Timberlake. “I could see doing a William Rast fragrance, but that’s as far as I think I’ll take it.” Check out more of what Justin had to say in today’s WWD and be on the look out for his Givenchy ads come fall. Tell us: Are you excited to see Justin’s sexy Givenchy ads?

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Justin Timberlake might be a global superstar when it comes to his music, but until now, he has only touched the fashion world Stateside. Already an successful line on American shores, Justin has taken his William Rast clothing line across the pond to London. Joined by best friend and co-founder Trace Ayala, the duo staged an in-store runway show at British department store Selfridge’s to launch pop-up shops within the department store chain. Londoners can expect to see Americana classics like plaid flannel shirts, fringed leather jackets, stars and stripes tanks and tees and acid wash jeans for both men and women in the fall collection, which was shown at Bryant Park this February. So how do Justin and Trace keep it cool when deciding on women’s fashion? “The collection is really for the kind of girls we like,” Justin tells British Vogue at the event. “When creating the collection we were thinking of girls like Carré Otis, Debbie Harry; a real sexy tomboy girl who looks good without trying.” Sounds to us like he is also thinking of his muse and girlfriend Jessica Biel — Justin tells GMTV’s Lorraine Kelly that Jessica loves his line so much that “she’s constantly telling me she needs a new pair of jeans because she’s wearing them out..she’s got a nice bum, that one!” Lucky girl!

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When it comes to fashion, you might not think Justin Timberlake would ever find himself bereft of inspiration. But the William Rast designer has taken to his blog to reveal the street-style websites that spark his imagination. In a post entitled “Style on the Brain,” Justin offers his hand-picked selection of style blogs from all over the world, including The Sartorialist and Jak & Jil. And when Justin promises that they’re “style salvation,” we believe him! Click here to check out his favorites.

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When William Rast co-founders Justin Timberlake and childhood friend Trace Ayala brought in husband-and-wife design team Marcella and Johan Lindeberg last year, the venture became even more like an extended family. “We talk about everything. Justin is even baby-sitting our daughter,” says Johan from backstage at the line’s debut show at Bryant Park. “We have a style that we all like. The foundation is there.” And Justin feels just as much of an understanding with the Lindebergs. Says Timberlake, “We inspire each other. For instance, this season, we’re inspired by Barack Obama. I am inspired [with] where we can go with the nation. That’s why we picked the theme of ‘New America’ for the show.” Timberlake’s girlfriend Jessica Biel is “so proud” of the direction they’ve taken. “They’re clearly taking it to another level. I want the whole line,” says the actress, who often test-runs the clothing. “I always wear the stuff and say, ‘This is tight here. Or this doesn’t work for me here.’ I’m sort of a guinea pig, really.” Even their moms are in awe. Justin’s mother Lynn Harless said of her disbelief before the show, “We came from a small town in Tennessee. And our kids are doing a fashion show at Bryant Park. What happened?” — reporting by Jeffrey Slonim

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Courtesy GQ

Justin Timberlake has been as well-known for his sense of style as for his smooth dance moves, budding acting career and his platinum-selling albums. So who better to lead off GQ’s list of the most stylish men of 2009? With his William Rast line making its Bryant Park debut tonight, the star tells GQ that he knew there would be skeptics when he launched it with pal Trace Ayala. “I knew that response was inevitable,” Timberlake tells GQ, “but my buddy and I wanted to do it so bad, we were just like — screw it.” And with top designer Johan Lindeberg on board, there are even more ambitious plans for the future. I think the brand, it needs to be bigger than its founder,” Lindeberg says. “Ralph Lauren the brand, for instance, is bigger than Ralph Lauren the person. That’s when you know you’ve succeeded with something.” Asked for he sees as a style icon, Justin picks a fashion favorite: Kate Moss. Justin explains, “She looks good in anything. She would look good in one of your T-shirts, in her T-shirt, in a man’s suit, in a huge gown. She even makes nude look stylish. That, to me, is a style icon.” As for Justin’s own signature style of wearing a sharply-cut suit with sneakers, he claims that it was necessity over design. “I mean, I just put sneakers on because I couldn’t dance in the shoes I had. I couldn’t leap with just insoles and dress shoes. I would’ve hurt myself.” Looks good and feels good? That’s style we can definitely get behind. Other honorees on the GQ list include Mark Ronson, Kanye West, T.I. and Jason Schwartzman. See more at GQ.com.

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The tents at Bryant Park may be losing superstar designers like Vera Wang and Monique Lhuillier to other venues this season, but Justin Timberlake is bringing sexy right back into the famed fashion venue. According to WWD, the star designer’s William Rast line will be making its Bryant Park debut on February 16. This show follows his acclaimed runway presentation, along with design partner Trace Ayala, at Roseland Ballroom last September. And of course, we’ll be bringing you the full scoop on the William Rast show and so many more when Fashion Week begins on February 13.

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With everyone from Mischa Barton to LL Cool J getting in on the current trend of star designers, there is one star who is definitely not trying her hand at designing– Jessica Biel. Despite internet rumors to the contrary, a rep from William Rast confirms to PEOPLE that it is not true that Jessica will be designing handbags for boyfriend Justin Timberlake’s denim line. Repeat, she will not be designing for William Rast. The fashion world’s loss is clearly acting’s gain. Tell us: Would you like to see Jessica Biel try her hand at design?

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Justin Timberlake has already conquered music, acting, design — and now he can add New York Fashion Week to his stellar resume. Along with business partner Trace Ayala, the superstar showed the William Rast Spring 2009 collection to a star-studded audience at Roseland Ballroom on Sunday night. Timberlake tells PEOPLE that just the fact that it’s a spring show was more intimidating than showing in N.Y.C. “I would just like to say first of all it’s so hard to put spring fashion shows together. With fall, you can layer everything up.” Ayala adds, “You have to focus on two or three pieces, tops.” Luckily, Timberlake and Ayala had some help — the team collaborated with Johan and Marcella Lindeberg on the designs this season. Timberlake explains, “I was a huge fan of his and I just thought it would be a cool thing if he did something less refined. A little more rugged….Johan loves the rock ‘n’ roll lifestyle.” And the crowd — which included Kevin Connolly, Jeremy Piven, Malin Ackerman, Emmanuelle Chriqui and Carla Gugino — definitely approved of the Blackberry Bold-sponsored show, which racheted up the fashion elements of the denim line significantly. Rachel Hunter enthused afterwards to PEOPLE, “I thought it was great. It was cool. I loved the jackets and the fringe. It was a very cool mixture. I think they put a really good look across.” Click here to see all of PEOPLE.com’s N.Y.C. Fashion Week coverage.

Your wait is over to get a first-hand look at Justin Timberlake’s starring role in the William Rast video campaign. Although for the past few years Justin has kept pretty quiet about his role with the clothing label, which he co-founded in 2005 with friend Trace Ayala, he’s finally stepping in front of the cameras to star as the fictional William Rast in a series of web shorts that he wrote, directed, and composed the musical score for — and we’re bringing you a first look at his bad-boy role alongside supermodel Erin Wasson. Still don’t have your fill? Click over to williamrast.com to see two more trailers in the series, and keep checking back as seven more roll out over the next month. Tell us: What do you think of Justin’s role as William Rast on the run?

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This fall’s New York Fashion week is shaping up to be a busy one for the multi-talented Justin Timberlake. Not only is the singer scheduled to play at the annual Fashion Rocks concert on September 5, but, as WWD reports, Justin will also be at the Roseland Ballroom a few nights later while models take to the runway in the newest William Rast collection — Justin and partner Trace Ayala’s successful denim line. Timberlake has already become the face of the line with their latest ads. With celebs like Jessica Simpson and Jessica Biel already loving their William Rast jeans, this is sure to be one of the hottest tickets of the week and one of the most star-studded audiences. To see more of N.Y.C. Fashion Week, click here.

courtesy William Rast

While many Hollywood designers, like Jessica Simpson and Lauren Conrad, are quick to attach their images to their design endeavors, Justin Timberlake has kept his name — and face — on the DL at William Rast, the premium denim collection he started in 2005. But that’s about to change this fall as Timberlake steps in front of the camera for the company’s latest ad campaign that includes a series of steamy web shorts entitled My Name is William Rast. The serialized shorts — which Timberlake co-wrote, co-directed and composed the score for — feature Justin as rebel Rast on the lam with his love interest, played by model Erin Wasson. While they won’t launch until later this month on the William Rast website, we’ve snagged you a sneak peek at the campaign’s sexy print ads. Tell us: What do you think of Justin stepping in front of the cameras?

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Justin Timberlake — singer, actor and now model. Parfums Givenchy has just announced that the star is the new face of its latest men’s fragrance. “Beyond his huge celebrity appeal, we have chosen Justin Timberlake because he is a world recognized trendsetter who redefines modern elegance says Alain Lorenzo, President and CEO of Parfums Givenchy. Timberlake is in good company — Liv Tyler is the current face of their women’s fragrances. The new campaign featuring Timberlake will be unveiled in June 2008 and will be launched in two stages, beginning in the Fall of 2008, with a worldwide roll out across 2009. But the real question is — will the ads bring sexy back?

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The day before her birthday (she turns 27 today!), Jessica Simpson showed off her newly svelte figure in a pair of Justin Timberlake’s jeans. All that working out has paid off — Jessica looks great in these flared William Rast jeans. (Not surprisingly, Cameron Diaz and Jessica Biel also have similar pairs.) The William Rast ultra low rise”Savoy” jean is not only becoming a celeb-fav, but most retailers, who aren’t getting them until the end of the month, are taking pre-orders! But we found the “Savoy”, $253, on sale already at solutionsdenim.com. Want Jessica’s University of Texas T-shirt too? Get her Retro Sport tee at revolveclothing.com, $48.

Remember just a few years back when all the It-boys were wearing vintage t-shirts and trucker hats? No more. Not only have they cleaned up their act, but they are rocking a very classic classic look– the three-piece suit. Justin Timberlake (left) left his tie at home while rocking his 3-piece YSL suit at the VMAs, while Ashton Kutcher (middle) mixed up his Dolce & Gabbana suit with a boldly pinstriped vest at The Guardian premiere in Berlin. Even better, the look works really well when paired with jeans, as shown by Daniel Craig (right). And come on, who is a better authority on dressing smoothly than the new James Bond?

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Photo:Jeff Kravitz/FilmMagic; Norbert Kesten/People Picture; Spirit Pictures/WENN

Paris and Nicole need their oversized shades to shield their from the paparazzi’s flashbulbs. As for the rest of us, it’s more of a style statement than a necessity.  The newest pair (right) from Fred Flare are inspired by the cover of Justin Timberlake’s "Sexyback" single- that’s right, for $12 you can wear a black bar over your eyes just like J.T. Sure, they’re a bit of a gag, but I can see the right person wearing them. (Jared Leto, maybe?) And what could be better to wear while listening to Justin’s new album, which dropped just yesterday?

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Photo: Courtesy of FredFlare.com