Last night Gucci Parfums revealed its new fragrance for men, Gucci Made to Measure, to top international editors.

The private cocktail and reveal was held at the House’s fashion show space in the presence of Gucci Creative Director Frida Giannini, Gucci President and CEO Patrizio di Marco, the face of the new fragrance campaign James Franco and P&G Prestige Vice President Luigi Feola.

Luigi Feola presented the new TV advertising campaign as well as the behind the scenes and Director’s cut. The commercial was directed by Nicolas Winding Refn and the print advertisement was shot by fashion photographers Mert Alas and Marcus Piggott, featuring a discerning ambassador James Franco in a Gucci Made to Measure tuxedo.

The reveal was followed by the European premiere of “The Director,” the documentary about Frida Giannini directed by Christina Voros and produced by James Franco.

Gucci Made to Measure will launch in August 2013 in Macy’s and other department stores September 2013. The commercial will be revealed online on August 21, 2013.