Gucci are launching a new masculine fragrance this summer called Made to Measure. The advertising campaign is fronted by actor James Franco, the icon for the brand since 2008. Artistic director Frida Giannini extolled the virtues of Franco saying,
“James has an innate ability to fuse classic with contemporary style and interpret formal wear in an individual way, personifying the spirit of our Made to Measure hero...
His idiosyncratic wit, intellect and strong sense of self are perfectly expressed via Gucci’s personalized sartorial expertise. James is as compelling a man to tailor as he is to know.”
"His idiosyncratic wit" is probably in part a reference to his lampooning one of the Gucci commercials in which he played the role of the Gucci man. But Frida loves him still, gulp, after his free style exercise at the expense of the luxury label. They're clearly bigger than the joke, which was pretty funny.
Named after the Gucci bespoke service "Made to Measure", the composition of the fragrance develops the metaphor of custom tailoring till the end comparing the perfect fit of the ingredients of the fragrance and its tailored feel to the way a connoisseur inhabits the costume he orders.
The spicy Oriental opens on top notes of Calabrian Bergamot, Tunisian Orange Flower, French Lavender and Anis Seed offering the sensation of encountering the look and the feel of a handmade suit. The heart rests on notes of Sri Lankan Nutmeg, Water Lily, Juniper Berry, Plum and Cinnamon. If the opening mimicked silk lining, the heart is more like cashmere, according to the brand. In the base, there are notes of Cistus Labdanum, Patchouli, Leather and Amber lending structure and silhouette to the ensemble.
"One further ingredient is required: the man," we are told.