Dolce & Gabbana has released the campaign film for its new masculine fragrance K by Dolce & Gabbana.

The spot, by Peruvian fashion and portrait photographer Mariano Vivanco, is set in the picturesque village of Montepulciano and features the Italian blogger, fashion designer and actor Mariano Di Vaio in a vineyard, harvesting grapes in the company of other men and then roaring down a sun-drenched avenue on his motorbike. He soon arrives in the town, on the cobbled streets, where he poses in a white unbuttoned shirt, showcasing his toned abs.

“He is a king of everyday life, he owns his crown,” the Italian fashion house says of Di Vaio, who’s also featured in the companionship of his friends and family.

Serving as soundtrack is “L’estasi dell’oro” (The Ecstasy of Gold)”, a musical composition by Ennio Morricone for Sergio Leone’s 1966 film “The Good, the Bad and the Ugly”.

Di Vaio, whose blog, made around men’s style and fashion tips, is the most seen men’s fashion blog, has been a brand ambassador for Hugo Boss, Maserati and Omega SA. He has his own line of jewels (MDV Jewels), a collection of shoes (MDV Shoes), and an Eyewear collection (MDV Eyewear).