Alaïa

May 2026

For the Alaïa Summer/Fall 2026 Archetypes campaign, creative director Pieter Mulier continues to refine the house's storied structural language through a sharp, contemporary lens. The project, which leans into the rigorous precision of high-fashion editorial, features Hailey Bieber as the central figure, expertly capturing the interplay between movement and form. Photographed by Tyrone Lebon in Paris, the imagery channels a sense of deliberate minimalism, using natural light to underscore the complex geometric nature of the garments. The styling highlights a vivid palette, where structured orange and bold red silhouettes challenge the traditional boundaries of the silhouette. Art directors Ezra Petronio and Lana Petrusevych integrate large-scale, assertive typography directly onto the compositions, transforming the portrait work into a graphic statement that feels both grounded in historical archive and strikingly modern. By focusing on the tension between Bieber’s dynamic poses and the clean, expansive off-white backdrops, the campaign avoids unnecessary artifice. Instead, it allows the technical complexity of the pleated textures and the architectural cutouts of the tops to occupy the center stage. The result is a refined narrative that solidifies the brand's identity within the global luxury fashion sector, proving that in the hands of this creative collective, simplicity serves as the ultimate vehicle for sophisticated, high-impact storytelling.

Editorial

Natural light

Luxury Fashion Houses, Fashion