James Franco Lands Gucci Fragrance Campaign

Hollywood heavy-hitter James Franco has just landed a new leading role! The 35-year-old actor will star in print and television advertisements for Gucci’s new scent, Made to Measure.

“James has an innate ability to fuse classic with contemporary style and interpret formalwear in an individual way, personifying the spirit of our Made to Measure man our clients relate to,” Gucci creative director, Frida Giannini, told Women’s Wear Daily.

Made to Measure will serve as the masculine complement to the Gucci Premiere scent, which debuted last year. “I’m always excited to work with Gucci and the relationship has grown a lot,” Franco exclaimed. “We are great collaborators and are on the same page.”

Photographers Mert Alas and Marcus Piggott will shoot the print campaign, while “Drive” director Nicolas Winding Refn will direct the commerical. The scent will hit stores in mid-July.