Alaïa

May 2025

For the Archetypes Summer 2025 ad campaign, Alaïa leans into a masterclass of editorial minimalism that perfectly captures the essence of luxury fashion house aesthetics. Under the sharp creative direction of Pieter Mulier, the project captures a sun-drenched narrative that feels both timeless and grounded in contemporary high-fashion sensibility. Photographer Tyrone Lebon captures these moments with a focus on natural light, utilizing the interplay between harsh shadows and the vibrant, turquoise clarity of Mediterranean water. The imagery features models Anok Yai and Binx Walton, who navigate these architectural and coastal environments with a steady, neutral intensity that elevates the collection. The campaign bridges the gap between commercial appeal and elevated editorial portraiture, utilizing bold serif typography and crisp, structured compositions that emphasize the sculptural quality of the clothing, from minimalist white dresses to iconic leather accessories like the Le Teckel handbag. By anchoring the collection in rustic stone textures, terracotta planters, and geometric pool environments, the team successfully frames the garments as essential, archetypal pieces. This series showcases a refined approach to visual storytelling, where every frame is carefully composed to highlight the synergy between the model, the environment, and the precise craftsmanship of the Alaïa brand identity, resulting in a cohesive, polished look that resonates with modern luxury consumers.

Lifestyle, Commercial, Editorial, Commercial, Editorial

Natural light

Luxury Fashion Houses, Fashion