Gucci has released a new commercial for its Gucci Pineapple menswear selection from Alessandro Michele’s Aria collection.
The ad, created under the art direction of Charles Levai and Kevin Tekinel, is set against the backdrop of a retro-style hotel in Palm Beach and features five men tuning into the environment, unwinding in looks that mix the aesthetics of collegiate sports and streetwear.
Each piece from the selection is defined by the motif of a pineapple enriched with blossoming rosebuds, a design that recalls noble coats of arms. The collection also includes “22,705”, which is the number of songs in which music platform Musixmatch detected and identified the word “Gucci”, a selection of lyrics from these songs, as well as the Gucci 100 logo, featured on an extensive selection of ready-to-wear and accessories in the collection.
A jacquard sweater in orange wool cotton with Gucci Pineapple and roses with “22705 Gucci Songs” is among the styles showcased in the film.
The soundtrack music is Song For My Father, written and performed by Horace Silver.
The Gucci Pineapple collection, including ready-to-wear styles, shoes, and accessories, is available for purchase.