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James Franco is Gucci’s Man of the Hour

James Franco is Gucci’s latest muse in the brand’s new advertisement.

FashionMag has unveiled the first images of the new ambassador for the fragrance Gucci pour Homme, actor James Franco.

The men’s fragrance, created by Gucci’s artistic director, Frida Giannini, is warm and intense.

Giannini described Franco, who played Harry Osbourne in the Spider-Man film franchise, as fulfilling Gucci’s vision with his elegance and his contemporary style.

Gucci pour Homme will be available starting October 13 in Gucci boutiques and at select fragrance counters.