Italian fashion house Gucci chooses Hollywood actor, James Franco to be the face of their new brand “men’s made-to-measure service” campaign photographed inside the infamous Cinecitta film studios in Rome by Nathaniel Goldberg.

According to Gucci, made-to-measure suits will start at $3000 (£1,900) when the service becomes available in 11 boutiques worldwide by the end of the year. Customers will be able to choose from 178 possible combinations of colours and fabrics. Gucci smartly used the term “Made-to-measure”, but not Bespoke. I’m wondering what quality those “made-to-measure” will give…

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www.gucci.com