Just a few weeks ago, Alessandro Michele presented his first Cruise 2016 runway show for Gucci on the streets of New York. Today, he achieved yet another first as Creative Director for the label—an advertising campaign for Gucci’s Fall 2015 collection. Set in a downtown-urban environment, the campaign explores time and freedom, with models Tessa Charlotte Bruinsma, Tobias Lundh, Lia Pavlova, and Sven de Vries on the streets decked beautifully in pieces from the collection.

“I wanted to bring my creative vision to life through this advertising campaign, the first one featuring my collections,” Michele told The Huffington Post. “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.”

Have an exclusive first look at the trailer and imagery, photographed by Glen Luchford.