(CBS13) – One of Paris’ oldest fashion houses is trying something new for their Fall and Winter ad campaigns. They’re using real people, not models.

The Huffington Post reports that Lavin hit the streets to find real-life non-models from age 18 to 80 for the ads.

It’s all part of the street-style wave hitting the fashion industry.

READ MORE: Lavin Fall Campaign Features Real People in ‘Democratic Approach’.