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New Gucci Fragrance

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Could James Franco look any hotter?

The cutie is the face behind Gucci's latest fragrance, Gucci by Gucci Sport Pour Homme.

The label's first men's cologne, Gucci by Gucci Pour Homme, was launched back in 2008. But this time around, Gucci Sport will have a new "fresher and lighter fragrance" for those with an active lifestyle.

Gucci creative director Frida Giannini, reveals:

“The original fragrance was such a phenomenal success, but is actually quite dressy and formal in its spirit. I wanted to expand the story of the scent into a man’s free time and the more casual moments in his life.

I don’t necessarily link it literally with sports. It’s more a sporty state of mind. Meaning, off-duty time and the attitude that comes from being relaxed and carefree.”

The scent combines touches or grapefruit, mandarin, and cypress with warmer touches like fig, juniper berries, and cadamom among the others.

And with James Franco as the face for the campaign, how could it go bad.

Franco was photographed by Inez van Lamsweerde and Vinoodh Matadin in Cannes, France. Nice photos, but next time, go shirtless.

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