Alaïa

Feb 2025

The Alaïa Winter/Spring 2025 campaign, led by creative director Pieter Mulier and captured by photographer Tyrone Lebon, presents a series of minimalist portraits featuring Daria Werbowy. The imagery leans into a clean, editorial aesthetic, utilizing strong directional natural light to cast architectural shadows that emphasize the sculptural silhouettes of the collection. The project channels a focus on texture and form, ranging from sheer-paneled dresses and voluminous fringed coats to structured knitwear. With fashion styling by Aleksandra Woroniecka, the campaign maintains a consistent, high-end visual identity across both commercial and editorial compositions, frequently utilizing analogue film techniques to refine its tonality. The project includes art direction by Daria Werbowy, Ezra Petronio, and Lana Petrusevych, with casting by Ashley Brokaw, set design by Happy Massee, hair by Anthony Turner, and makeup by Yadim.

Vertical, Clean, Editorial

Natural light

Luxury Fashion Houses

White Seamless

Advertising Campaign