It’s campaign season and that means our inbox is filled with a plethora of gorgeous models posing in Fall 15/16’s best ready-to-wear. And while we understandably can’t feature every ad, there are a few we can’t ignore. Gucci just released images and a short film for their latest campaign—the first fully helmed by the brand’s new creative director Alessandro Michele. And we have to say that for his inaugural campaign he’s definitely proving that he’s worthy of his newly-appointed title.

Photographed by Glen Luchford, the ad stars Lia Pavlova, Tessa Bruinsma, Tobias Lundh, and Sven de Vries, relative unknowns in the modeling world. Shot in Los Angeles amid passersby and vintage cars, the images make the high-end designer label look right at home in the gritty City of Angels. With a Mayfair-inspired filter and photos snapped in public buses, subway stations and dirty streets of the city, Michele’s ad seems less like a high-profile editorial shoot and more like your favorite blogger’s latest Instagram post. It could be the clothes we’re in love with or just the juxtaposition between the designs and the city, but either way we’re pretty impressed with Michele so far.