Marking his first season as creative director, the Balenciaga Fall 2016 ad campaign gets a new look under Demna Gvasalia’s vision.

Photographed in the streets of Paris by Brooklyn-based photographer Mark Borthwick, the ads strike a perfect balance between glamorous ideal versus actual reality, seamlessly blending Parisian elegance, the grittiness of New York, and Demna’s minimalist androgynous style. Every aspect of the campaign conveys a sense of realness attained through Borthwick’s unflashy approach to photography, which shows models posing in typically mundane situations, like waiting for the bus. Surveyed in its entirety, the campaign sets an exciting change of pace for Balenciaga’s future.

Models including Achok Majak wear the bold pattern combinations, ’80s inspired shoulders and larger than life tote bags from the fall collection. The campaign was styled by Lotta Volka with hair by Garry Hill and Inge Grognard on makeup.

Unlike Balenciaga’s previous seasonal campaigns, which featured major models like Gisele Bündchen, Kate Moss and Lara Stone, the Fall campaign stars some of the lesser known faces from Gvasalia’s recent runway shows.

Instead of a celebrity cameo, Demna chose to focus on the fashion of life’s everyday moments, using a selection of lesser-known models that walked at his debut show in March.