FWD. “Frida Giannini’s connection to the world of cinema reaches beyond ready-to-wear. The Gucci creative director has enlisted James Franco to star in the creative for her new men’s Gucci by Gucci scent due out this fall and developed with the P&G Prestige Products division of Procter & Gamble. The 29-year-old actor, best known for playing Harry Osborn in the Spider-Man film series, follows in the footsteps of the Gucci by Gucci women’s scent, which launched with a short film featuring Raquel Zimmerman, Natasha Poly, and Freja Beha Erichsen dancing under the direction of David Lynch.”

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