James Franco's love affair with Gucci is still going strong. The GQ cover alum was tapped to be the face of the label's new fragrance Made to Measure that just hit shelves (the commercial came out over the summer, but if you want to see Franco drive a classic Lambo in a seriously well-cut tux, click here) and he took part in a short behind-the-scenes film for the ad. The video gets a little heady (Director Nicolas Winding Refn says Franco is supposed to be "trapped inside the bottle"…we got lost) so we reached out to Franco to get the straight scoop on the juice.
"The man that might wear Gucci Made to Measure is someone who is trying to make a statement," he says. Unsurprisingly, Franco's approach to scent goes back to his favorite place—the classroom. "One of my favorite writing teachers, Robert Boswell, would always talk about how in writing we just focus on the visual or the oral. He says if you can bring in all five senses, it will give a reader an even richer experience of whatever story you are telling. When you smell something it gives you a feeling or evokes memories." (The man speaks truth—ever feel your heart race when you walk by someone wearing an ex's perfume?) In case you're wondering which scents get Franco's feelings and memories flowing, it's "pine needles, incense, and spaghetti."
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