Longtime pals Harry Styles and Alessandro Michele have been cooking up something good.

In the latest chapter of the Harry Styles/Gucci love affair, the brand has released a peak at a playful new campaign featuring the singer. The result of a longtime creative partnership between Styles and Gucci Creative Director Alessandro Michele, the pair have been working together for years with the aim of moving towards a “masculine transformation”.

The campaign, named HA HA HA (conceived by combining Harry and Alessandro’s first initials), oozes an air of frivolity and casualness. Harry can be seen in whimsical gingham and pinstriped suits featuring cherries and teddy bears, donning white 70s sunglasses as he poses in front of a teetering pile of clothes, carries a mattress or leans against a sideways green leather couch.

As always, the collection is informed by Harry’s love for all things nostalgia and Michele described how the pair would share images of eccentric men from the 1970s era of rock n roll gods.

The images and an accompanying video were both shot by British photographer Mark Borthwick, and are described as “play[ing] with the meaning of masculinity”, with clothes “put on, paired with surprising accessories, then cast aside and piled up in a game of dress-up” aiming to “recas[t] the men’s wardrobe as a tool for the avant-garde.”

Speaking about the capsule, Styles said: “I’m so happy to see this project finally come to life. I’ve known Alessandro for years now, and he’s always been one of my favourite people. I’m always inspired watching him work, so doing this collaboration with my friend was very special to me.”