BACK AGAIN: Gucci is continuing its collaboration with James Franco. The American actor, who is the face of the Gucci Made to Measure fragrance for men, has directed “Techno Color Sunglasses,” a video making its debut this month, which promotes the Florentine house’s new eyewear collection, produced and distributed by Italian manufacturer Safilo.

The spotlight is on the Gucci Techno Color frames. Filmed at Los Angeles’ Chateau Marmont hotel, the short movie shows Franco himself involved in a game of seduction with model Natalia Bonifacci in a retro atmosphere.

This story first appeared in the April 7, 2014 issue of WWD. Subscribe Today.

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