I’m always intrigued when each new Dolce & Gabbana ad campaign is released to see how the oh-so-Italian label will gently revamp its particular brand of luxe, sexy, southern Italian style.

Just as the label’s collections are a continual reinvention of the same basic theme, so the ads recreate the dolce vita Sicilian sunshine lifestyle season-after-season.

We don’t expect anything radical or edgy. But that’s not a criticism because what we get is always exuberant, lush and a kind of on-going love affair with a particular type of woman (think Sophia Loren and Monica Bellucci and you’re on the right track). We also get a confirmation of the Dolce & Gabbana man – the brooding guy in the dark suit who doesn’t detract from his female counterpart but who stands out in any crowd. Think David Gandy but with an Italian accent.

And for the brand, it’s a continual reassertion of what the label stands for and the lifestyle we can tap into even if we’re only buying a bottle of Eau de Toilette or a pair of sunglasses.

So is the theme continuing for SS16? Of course it is. This time though the Italian lifestyle overlay is all about the caffe/ristorante and the market in scenes packed with a cast of top models (including Luma Grothe, Leila Nda and Pauline Hoarau), market vendors, nuns, and Italian matrons.

The collection’s overriding message (#italiaislove) is spelt out clearly, while its material messag (its use of striped and gingham fabrics) is emphasised through the awnings and tablecloths.

The brand’s handbags also take a starring role in scenes recreating market stalls that in the real world are more likely to be selling fakes than genuine bags with five-figure price tags.