James Franco Seeing in Techno Color

James Franco, L.A.’s Chateau Marmont and spring’s Techno Color sunglasses.

Italian fashion house Gucci turns the spotlight on its new Techno Color Sunglasses Collection with a film directed by and starring James Franco, the ambassador of the luxury Italian label since 2009. Last year, France produced “The Director,” a documentary about Gucci creative director Frida Giannini. Previously, he appeared in campaigns for Gucci’s men’s fragrances and the made-to-measure tailoring.

Gucci’s new short film was shot at the legendary Chateau Marmont in Los Angeles. The 30- second video presents James Franco and model Natalia Bonifacci in a seductive walk wearing Gucci’s eyewear.

Crafted from a special lightweight alloy, Techno Color shades pair minimal frames with boldly colored lenses. The collection includes classic aviator sunglasses with gucci logo on temple (100% UVA/UVB protection), techno color ultra-light bamboo sunglasses reinterpreted for spring/summer 2014 collection, and gold endura cat-eye sunglasses.