Franco fronts Gucci’s new scent

In a reference to the design house’s customised suit, shirt and shoe service, Gucci has named its latest men’s fragrance Made To Measure.

Fronted by actor James Franco, the spicy scent is designed as a partner to Gucci Premiere, the 2012 women’s eau de parfum fronted by Blake Lively.

It’s the main counterpart to Gucci Premiere, which has been a huge success for us – we’re very confident that with Made to Measure we’ll replicate the success,” says Luigi Feola, global vice president of P&G Prestige, Gucci’s fragrance licensee.

French photographer Nathaniel Goldberg shot the ad campaign starring Franco. I’m always excited to work with Gucci, and the relationship has grown a lot,” the actor told WWD. We are great collaborators and are on the same page.”