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Gucci launches a new fragrance for men called Made to Measure in fall 2013. It is meant for the “worldly and refined” man “who demands the very best." This scent is a masculine partner to the feminine Gucci Premiere from 2012.
The composition is oriental-spicy, "tailor-made" like an expensive suit. Its initial notes are inspired by the look and feel of a handmade suit; there are accords of Calabrian bergamot, Tunisian orange blossom, French lavender and aniseed. The heart is eclectic, spicy and textured, including notes of nutmeg from Sri Lanka, water lily, juniper berries, plum and cinnamon. The base is luxurious and sophisticated, made of labdanum, patchouli, leather and amber.
“One further ingredient is required: the man. For a suit is merely a beautiful silhouette until its owner wears it. It is only then—when worn—that it becomes something more. Similarly, the perfume’s refined leather and rich spices combine with the warmth of the skin, the Made to Measure man’s character, and the style in which he wears it.”
“Made to Measure is presented in an haute parfumerie quality glass bottle, weighty and statuesque... The color scheme is the distinguished slate and pearl gray of a bespoke suit and shirt button. Like every Made to Measure garment, the bottle bears the signature of house founder Guccio Gucci, here inscribed in jet enamel. Each flacon bears a hand-brushed—thus individually finished—solid metal cap, in an exclusive golden color, featuring the house’s famous horsebit sitting prominently aloft it. The box is adorned with Gucci’s Diamante pattern, which dates back to the 1930s and reflects the house’s heritage. It also boasts a muted gold and gunmetal variation of the iconic Gucci web stripe.”
The face of the perfume is actor, director and writer James Franco. Creative director of the house Frida Giannini explained: “The look of Made to Measure needed to be something extremely special and this is what we have achieved. It is as stylish and cultivated as our suited protagonist.”