Fragrance News: James Franco Still Dreamy In Gucci

The unstoppable James Franco carries on his collaboration with Gucci. This Fall, he will be the face of the brand's new Made To Measure fragrance in a campaign shot by photographer duo Mert & Marcus.

Announced as a sensual oriental scent, Made To Measure is led by notes of lavender, anise and plum on a base of leather and labdanum -- promising!

The announcement comes with a 15-minute film directed by the multi-talented actor. Entitled La Passione, the project (in which Franco also stars) is an elegant slo-mo affair inspired by the 1928 silent film The Passion of Joan of Arc. It features the actor with model Natalia Bonifacci and his Spring Breakers co-stars, the creepy ATL Twins.

Watch it here (if you dare):