Alaïa

Feb 2024

For the Alaïa Spring 2024 campaign, creative director Pieter Mulier continues to refine the fashion house’s dialogue between structural precision and human vitality. Photographed by Tyrone Lebon in Miami, the imagery captures a sophisticated and energetic mood that feels both immediate and timeless. By leveraging a high-fashion editorial aesthetic, the campaign masterfully alternates between tight, intimate portraits that celebrate natural skin texture and wide, full-length shots that emphasize the intricate, translucent silhouettes of the season’s collection. Gisele Bündchen serves as the central figure, bringing an effortless confidence to frames that blend the stark clarity of studio strobe lighting with the golden warmth of natural light. Stylist Aleksandra Woroniecka works in concert with Lebon to ensure the vibrant red palettes and sheer-striped midi dresses remain the focal point, while the inclusion of cinematic lens flares adds a deliberate, artistic layer to the urban architectural backdrops. The project relies on a diptych composition, a technique that allows the viewer to absorb both the technical construction of the garments and the joyful, visceral humanity of the wearer. Through this editorial and commercial approach, the campaign successfully elevates the Alaïa identity, grounding the luxury fashion house in a visual language that is as technically exacting as it is deeply emotive and refreshing in its minimalism.

Editorial, Lifestyle, Commercial

Natural light

Luxury Fashion Houses, Fashion