A new wave of Gucci is on the horizon as the Italian house’s latest decorative motif manifests in the form of a pineapple fused with roses. As the focal point of their latest men’s ready-to-wear collection – the Gucci Pineapple collection – the emblem is bought to life through a colour palette of soft pastels and gingham checks. A blithely artful campaign shot by renowned US photographer Tyler Mitchell against the vibrant art deco architecture of The Colony Hotel, Palm Beach, is the perfect complement to a collection as sweet as candy.

Merging the collegiate and the formal, it’s not just the fruity and flora emblem that is reminiscent of an esteemed family crest: the collection plays with the boundaries between old American heritage and new wave streetwear. Ranging from gold button fastened jackets and fleece tracksuits, the pieces are emblazoned with a patch recalling the number 22,705 – the amount of times the brand’s name has been referenced in song lyrics (name them all for a prize).

Knitwear is rendered with the pineapple and rose jacquard motif while vintage apparel style bombers and bowling shirts sit alongside a variety of beatnik corduroy trousers. Elsewhere, the collection is rounded off with an array of trainers and leather accessories in the house’s iconic GG, only this time adorned with bright yellow pineapples and pink wording questioning, “WHAT’S INSIDE” – why don’t you take a look? 

The collection is available to shop on gucci.com