Alaïa

May 2025

The Alaïa Summer/Fall 2025 Archetypes campaign presents a curated series of editorial images captured by photographer Tyrone Lebon. Under the creative direction of Pieter Mulier, the project leans into a minimalist aesthetic, utilizing natural light and stark, clean compositions to showcase the collection's focus on form and texture. The series features models Anok Yai and Binx Walton in a sun-drenched, poolside setting. The visuals integrate sharp shadows and bold serif typography, executed with art direction by Ezra Petronio and Lana Petrusevych. Set design by Happy Massee grounds the imagery in a relaxed, sculptural environment, while fashion styling by Aleksandra Woroniecka, hair by Anthony Turner, and makeup by Yadim complete the visual narrative.

Editorial, Clean, Vertical

Natural light

Luxury Fashion Houses

Outdoor Pool

Advertising Campaign