Parties: Jame Franco Launches Gucci's New Men's Fragrance in Milan

Frida Giannini, James Franco
Photo: Tullio M. Puglia/Getty

You can’t sniff him through this picture, but we’re pretty sure James Franco smelled really good when this shot was taken. That’s because the actor/director/student extraordinaire spritzed on Gucci’s newest men’s scent, Made to Measure, for the launch of the new fragrance in Milan, Italy with Gucci creative director Frida Giannini. The cologne, a spicy oriental blend, is named after the company's made-to-measure customized suit service. Shop it for the man in your life at Macy's in mid-July.

Click to see more of last night's parties.

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