Gucci fashion house is said to have signed actor James Franco for its new men's 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, is expected to front the campaign for the men's fragrance version of Gucci by Gucci women's scent, the first men's fragrance under the creative direction of designer Frida Giannini.

The women's scent version launched with a short film featuring Raquel Zimmerman, Natasha Poly, and Freja Beha Erichsen dancing under the direction of David Lynch last year. Although James Franco's cinema experience extends over fields like acting, directing, producing and screenwriting, the Spider Man saga is what turned him into a mainstream actor and very few people know that he is also an artist, a painter in particular, Franco having previously stated that he "has actually been painting longer than he has been acting."

Frida Giannini, currently the creative director for the entire Gucci brand, has marked her "debut" as the principal designer of the fashion house not only with a few collections that were highly appreciated by the critics of the industry, but also with the announcement that she will be designing the costumes for Lenny Kravitz's "Love Revolution" this year. And now, her love for the cinema spread over her creative activity, signing Franco to represent the first men's fragrance that the label will launch under her supervision. So far though, details concerning the upcoming ad campaign haven't been released neither by the designer or by the Hollywood actor, but the advertisements are expected to follow the same line that Gucci by Gucci women's scent ads have set.