The campaign

The launch of the fragrance is supported by a global print advertising campaign featuring actor James Franco, who debuted as the face of Gucci by Gucci pour Homme in 2008. The campaign was photographed by Inez van Lamsweerde and Vinoodh Matadin in Cannes, France guided by Gucci Creative Director Frida Giannini. The resulting images show the other side of the Gucci man evoking a cool masculinity and a sense of freedom.