Gucci has recruited actor James Franco to be the spokesperson for its new men’s fragrance, Made to Measure – named after the Gucci bespoke tailoring service with the same name. Franco will star in the print ads, as well as an upcoming television commercial.

The juice is a spicy Oriental that opens with notes of Calabrian Bergamot, Tunisian Orange Flower, French Lavender and Anis Seed. At its heart are notes of Sri Lankan nutmeg, water lily, juniper berry, plum and cinnamon. The woody base contains notes of cistus labdanum, patchouli, leather and amber.

The square bottle, which is shown, features a gold cap with the classic Gucci horsebit motif and the company logo.

Mert Atlas and Marcus Piggott will photograph the campaign, and “Drive” director Nicolas Winding Refn will shoot the commercial, which debuts online on August 21st.

Made to Measure will launch exclusively at Harrods at the beginning of July, and will launch at Macy’s a few weeks later, before rolling out to other retailers in August and September.