Alaïa: Alaïa Summer/Fall 2025 Archetypes Campaign

May 2025

The Alaïa Summer/Fall 2025 Archetypes campaign presents a refined study in form and atmosphere, set against the backdrop of a sun-drenched outdoor pool. Creative director Pieter Mulier and photographer Tyrone Lebon establish a visual language defined by clean compositions and crisp daylight, framing model Anok Yai in a series of sculptural, relaxed poses. The editorial work leverages natural light and minimalist typography to ground the collection within a precise luxury fashion context. With fashion styling by Aleksandra Woroniecka, art direction from Ezra Petronio and Lana Petrusevych, and set design by Happy Massee, the imagery balances geometric stone textures with the fluid qualities of water. The campaign also features hair styling by Anthony Turner, makeup by Yadim, and casting by Ashley Brokaw.

Editorial, Clean, Vertical

Natural light

Outdoor Pool

Advertising Campaign