Gucci recently commissioned James Franco to play the lead in their Fall 2011 ad campaign for their exclusive Made To Measure Service. The campaign, entitled “All the world’s a stage,” sheds light on the personalized, luxury sartorial offering. It was shot at Rome’s Cinecittà by French photographer Nathaniel Goldberg with the art direction of creative agency REM and features Franco in a film studio and on a set in a selection of custom MTM suits.
The range of exclusive, top-quality materials includes nearly 82 textiles which allow for 178 possible combinations of colors and fabrics – wool, cashmere and mohair in classic shades of gray, navy blue, and brown, alongside silk satin, velvet and baby lama for evening, with Diamante embroidery and jacquards featuring the House’s iconic horsebit in tone-on-tone combinations.
Gucci’s Made To Measure services are all encompassing as they offer a customized selection of shirts as well as signature men’s shoes. The service will be rolled out around the world starting from November with 11 select Gucci boutiques by end of the year. The process from beginning to end can require 4 to 6 weeks to produce and will be handled by highly specialized staff throughout the process. Gucci’s new Made To Measure service will be initially available at its flagship stores in Milan, Rome, Paris, London, New York, Beverly Hills, Tokyo (Ginza & Shinjuku), Hong Kong, Beijing, and Sydney.