Travel to an intensely retro Palm Beach in Tyler Mitchell’s Gucci Pineapple campaign

The photographer directs and photographs the new campaign, producing a laid-back film for the Gucci Pineapple collection.

17 February 2022


Maybe summer isn’t as far away as it feels. Well, it feels that way now we can bask in the glow of Gucci’s latest campaign, where photographer Tyler Mitchell takes us summering (or wintering?) in Palm Beach. Shot at The Colony Hotel, “the jet-setting beau monde’s beloved winter escape,” Mitchell is joined by Alessandro Michele as creative director for Gucci Pineapple, with art direction by Charles Levai and Kevin Tekinel.

The palm-covered carpets and pastel walls of The Colony Hotel serve as an intensely decorated backdrop for a laid-back film. Mitchell's direction celebrates art deco holidaying at every turn – a final shot of a collection of various hotel room keys is enough to make you want to open a Skyscanner tab straight away. Elsewhere, elevator jazz and “a highbrow mood” pervades “as a cast of characters unwinds and tunes into the relaxed and vividly coloured setting”, details a release. By setting the collection against “the bold retro designs of the beachside getaway”, the brand explains how the “images and videos take on a vintage quality that echoes the capsule’s timeless playfulness”. Gucci’s new collection is built upon a new motif of pineapple and roses, “recalling coats of arms associated with noble families”.

The creative vision of Mitchell seems to be the recipe for a truly elevated fashion campaign; the photographer has lent his eye to an array of brands in the past, producing some of the most original campaigns of the last few years. From a beautifully contemplative film for the Wales Bonner and Adidas SS22 collection to Mitchell’s incredible ​​Comme des Garçons Copper campaign in 2019, in which the photographer “wanted to visually link the idea of copper – a material typically perceived to be cheaper than gold – to the idea of Black and brown skin and richness as a way of elevating the two.”

GalleryTyler Mitchell: Gucci Pineapple (Copyright © Gucci, 2022)

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Tyler Mitchell: Gucci Pineapple (Copyright © Gucci, 2022)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating in Film from The University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, INDIE magazine and design studio Evermade.

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