Gucci's new fragrance, Made to Measure, will feature James Franco as its new face, a fitting and familiar choice for the fragrance and fashion giant. Franco has featured on Gucci scents before, and Gucci representatives find his unique style perfect for marketing the fragrance with a personable and contemporary presentation.

James Franco has been named the new face for Gucci's male fragrance Made to Measure.

Franco's latest collaboration with Gucci marks another milestone in his relationship with the Italian fashion house, as he was the face of its fragrance Homme in 2008.

"James has an innate ability to fuse classic with contemporary style and interpret formalwear in an individual way, personifying the spirit of our Made to Measure man our clients relate to," Gucci's creative director Frida Giannini told WWD. (Read More)