It’s just three short months since Alessandro Michele was appointed as the new Creative Director of Gucci and his tenure is already proving to be game-changing. So far he has unveiled one menswear and one womenswear collection, both felt more artsy Wes Anderson rather than the jet-set sexpot that has been Gucci’s hallmark. And today, he’s really hammered home the change of direction with the release of his first ad campaign for the storied house.

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Though the pics showcase the pre-fall 2015 collection — the last pieces that Frida Giannini designed before she left the building, Michele’s presence is certainly felt: He traded out Gucci’s usual dynamic duo, Mert Alas and Marcus Piggott — who were responsible for the many notoriously provocative imageries — for London photographer Glen Luchford and veteran stylist Joe McKenna. Gone are the high-gloss power ads of yore, and in their place are muted, youthful, situational photographs that conjure lazy days in ’70s Los Angeles. Starring models Alexandra Elizabeth, Jack Chambers, and Julia Hafstorm, the campaign is another clear push toward ushering Gucci into a new era.

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