Only six months ago, Alessandro Michele was promoted from head accessories designer at Gucci to his new post as the label’s creative director. In short, it was huge news: Michele impressed fashion critics with his first womenswear collection for the Italian house, exhibiting a romantic, and some might say geek-chic, seventies aesthetic and the world has been waiting with bated breath for the campaign visuals. Now the wait is over and his first campaign for Gucci has been unveiled.

“I wanted to bring my creative vision to life through this advertising campaign, the first one featuring my collections,” explains Michele. “I decided to go back to the streets, as with the Cruise collection I just showed in New York. I believe there is a fluid and organic contamination that exists between the catwalk and the street. Fashion, especially ready-to-wear, is something real, made for everyday and for everyone to express their own creativity and individuality.“

Shot by Glen Luchford and styled by Joe McKenna, the campaign spotlights models Tessa Charlotte Bruinsma, Lia Pavlova, Tobias Lundh and Sven de Vries wandering around the city, doing commonplace activities such as waiting for the subway and riding the bus.

Therefore Alessandro Michele shows off his new vision for the Italian fashion house with a more ‘down to earth’ approach to high fashion that is truly clear in the Fall/Winter 2015 campaign: it’s not fantastical or otherworldly, instead, it’s a depiction of the unglamorous aspects of city living, made far more alluring and seductive by the cool and sensual clothing.

Floral printed logo handbags, ruffled frocks and fur-lined loafers certainly speak to that mission. Models are dressed in the eye-catching designs in the urban backdrop of Los Angeles — a place of “unexpected events, rifts, remnants and amnesias” and a place for “mingling of reality and desire,” Michele said in a press release.

Adding to the Los Angeles vibe of the collection is a teaser for a video ad spot highlighting the highways, beaches, and trains of the city. Watch it below.