Gucci casts James Franco for Made to Measure scent

By Ashley Kowalewski

James Franco is a man of many talents: a writer, actor, director and producer. He’s also been the frontman for both Gucci by Gucci Pour Homme and Gucci Pour Homme Sport fragrances. It’s no surprise then that the brand would tap him to represent its upcoming spritz, Made to Measure.

Notorious funny man with a slight and charming cockiness, the 35-year-old actor has starred in many films over the last few years with more in the works.

THE MAN MUSE
After earning acting cred in the short-lived TV series Freaks and Geeks (which also paved the way for other notable names Franco has worked alongside since—including Jason Segal and Seth Rogen, not to mention director-producer Judd Apatow—Franco went on to star and act in over 80 films and TV shows, including the Spider-Man franchise, 127 Hours, the more recent Oz The Great and Powerful and the funny apocalyptic ensemble flick, This Is The End.

It doesn’t stop there: The star is also set to star as Hugh Hefner in the soon-to-be-released biopic Lovelace. Between film and fragrance commitments, the coming year promises to keep Franco very much in demand.

THE CONCEPT
The new Gucci Made to Measure scent is intended as the masculine counterpart to last year’s Gucci Première, launched with Blake Lively, as a scent meant to embody the sophistication of Old Hollywood for the gown-loving and red-carpet-watching crowd. Franco is set to personify the heroic, Gucci-tux-wearing leading man. The fragrance: It’s a spicy, oriental toilette, and it’s slated to debut in September, just in time for film-fest season.

THE FRAGRANCE PERSONALITY
Fragrance geeks take note: Gucci Made To Measure is described by its makers as “a tailored scent” with a worldly perspective. To suit that cosmopolitan nature, the fragrance melds a range of ingredients from across the globe: Top notes of Calabrian bergamot, Tunisian orange flower, French lavender and anis seed; a heart of Sri Lankan nutmeg, water lily, juniper berry, plum and cinnamon; and base of cistus labdanum, Indonesian patchouli, leather and amber.

Gucci Made To Measure EDT, $80 (50 ml), www.gucci.com