A behind-the-scenes look at James Franco in Gucci Bamboo Eyewear campaign

What happens when James Franco takes off in a red convertible wearing our new Bamboo aviators? Nothing short of summer magic.

American actor and director James Franco is the star of the new Gucci Bamboo Eyewer Campaign, the creation of fashion photographers Mert Alas and Marcus Piggott. The Italian luxury house unveiled footage of the shoot from behind the scenes. The video features the star posing with Gucci’s new Bamboo collection. The mainly aviator-style glasses are made of metal and glass with a ruthenium finish, having a bamboo in the earpieces – a House signature since 1947. Burnished by hand and then meticulously applied to a pair of sleek aviators, this unexpected detail is at once classic Gucci and completely modern.

Speaking of bamboo, Gucci is highlighting accessories with a green approach, beginning with the luxury industry’s first metal free handbag. After months of research, Gucci artisans have devised a method to reduce the environmental impact of the tanning process. In other words, a leather that contains no heavy metals, uses less water, conserves more energy but still boasts 100 percent Gucci craftsmanship. The first bag to feature this innovation will be our iconic New Bamboo.

In 2008, Franco was named as the face of Gucci’s men’s fragrance line.