Gucci creative director Frida Giannini will make her mark on the fragrance arena with the September launch of Gucci by Gucci Pour Homme, her first men's scent developed from scratch. The Italian design house aims to establish the new men's scent, coupled with last fall's feminine counterpart, as the foundation upon which to build Gucci's entire fragrance business.
After the buzz of Gucci by Gucci's TV advertising campaign — a trio of dancing models directed by David Lynch — Gucci tapped actor James Franco to front its Gucci by Gucci Pour Homme launch.
Shot in black and white, the TV spot depicts Franco — who bears a resemblance to James Dean — walking through an apartment, speaking lines to a faceless girlfriend from Bryan Ferry's song "Slave to Love." His dialogue is spliced with the song's soundtrack, covered by Welsh singer Roison Murphy. Director Jan Wentz shot the commercial in London, while photographers Inez van Lamsweerde and Vinoodh Matadin captured Franco for the print advertising campaign.
"I was interested in an emerging name, I like working with a new face to fully express my vision of the Gucci man," said Giannini, adding, "James has an intriguing air, he's very contemporary, natural and at the same time has an intriguing, seductive side."
Franco will take a front-row seat at Gucci's men's show on Monday and is also expected to attend the festivities later in the evening.