For the Dolce & Gabbana Fall 2016 ad campaign, the Italian fashion house is headed to Naples. Photographed by Franco Pagetti, the campaign stars models Bianca Balti, Cong He, Leila Goldkuhl, Mayowa Nicholas, and Sasha Kichigina along non-fashion folks including Sicilian grandmothers, gaggles of children, bullfighters, and locals all in celebration of the brand’s Italian heritage.

“We’re here in Naples because we think these people are the best people in the world. Very strong. With unlimited heart,” said the brand. “It is still like the 1950s here, in a way. This is a place that hasn’t lost its roots and we appreciate that.”

Staged in the city’s cobblestone streets and bustling neighborhood markets and cafés, civilians play nearly as big of a role in the images as the models. And while this authenticity is charming, it comes with an interesting side effect: pieces from other brands are prominently featured alongside the Dolce & Gabbana collection.

Noticeably, a group of locals crowds around and cheers as models dance in the center; one onlooker is pictured carrying a rather large Armani tote bag, with the logo clearly visible. Clearly intentional, this move gives the photos a more realistic slant.