Alaïa

Aug 2025

For the Alaïa Fall 2025 ad campaign, the iconic fashion house turns to the desolate, windswept beauty of the northern coast of France to anchor its latest collection in raw, elemental power. Creative director Pieter Mulier continues to refine the brand's sculptural language, partnering with photographer Tyrone Lebon to capture a series of stark, high-contrast monochrome images that prioritize silhouette over artifice. The campaign relies heavily on editorial minimalism, utilizing the expansive, misty beaches of Cap Blanc-Nez and Cap Gris-Nez as a cinematic backdrop that highlights the intricate, voluminous ruffles and integrated hooded knitwear synonymous with the season. With casting by Ashley Brokaw and models Loli Bahia and Nastassia Legrand at the forefront, the imagery leans into a brooding, timeless aesthetic that reads as both futuristic and deeply rooted in couture tradition. Art direction by Ezra Petronio and Lana Petrusevych ensures that every composition maintains a graphic, architectural edge, with the deliberate use of natural light and low-key chiaroscuro techniques adding immense depth to the dark garments against the sandy expanse. Shot using medium format and 35mm film analogue techniques, the campaign achieves a grainy, tactile quality that feels both tactile and ethereal. It is an exploration of form where the rugged landscape and high-fashion tailoring collide in a dialogue of shadows, negative space, and refined, silhouette-focused design.

Editorial, Cinematic

Natural light

Luxury Fashion Houses, Fashion