Alaïa

Jan 2025

For the 2025 Lunar New Year, Alaïa introduces a campaign that masterfully synthesizes tradition with the house's signature brand of minimalist luxury. Under the creative direction of Pieter Mulier, the visuals lean into a quiet, sophisticated aesthetic that favors structural integrity and rich textures. Photographer Tyrone Lebon captures model He Cong in a series of editorial images that balance the intimacy of a refined dining setting with the bold, high-contrast impact of traditional color palettes. Throughout the campaign, the focus remains firmly on the craftsmanship of the brand's latest dark burgundy handbags, which are presented as essential, timeless accessories. The integration of high-key flash alongside natural light highlights the supple leather of the bags against ornate, dark backgrounds, creating a visual tension that feels both cinematic and rooted in modern commercial sensibilities. With casting by Ashley Brokaw, the campaign avoids the cliches of the season, instead opting for a clean, deliberate focus on the product's silhouette and the subtle elegance of the styling. By marrying these elements with bold, graphic typography, the project stands as a confident, understated statement for the luxury fashion market, effectively positioning Alaïa as a brand that remains deeply connected to its heritage while engaging with a contemporary, global audience through sharp, intentional art direction.

Editorial, Commercial

Natural light

Bags & Accessories, Fashion