James Franco Stars in Gucci Campaign

James Franco just shot his first eyeglass campaign for Italian luxury brand, Gucci. In the new global ad, the writer/actor/director rocks the new Black Bamboo sunglasses, which are expected to hit stores in October.

The shades feature a metal 1970s-style aviator frame and are infused with bamboo on the bridge and wings of the glasses.

Franco was photographed by fashion photographers Mert Alas and Marcus Piggott.