Alaïa

Feb 2025

For the Alaïa Spring 2025 ad campaign, the iconic fashion house distills the essence of modern luxury into a series of stark, high-contrast frames that privilege architectural rigor. Under the creative direction of Pieter Mulier, the campaign centers on model Daria Werbowy, whose commanding presence serves as the perfect canvas for the collection’s sculptural garments. Through the lens of photographer Tyrone Lebon, the project leans into a severe, editorial minimalism where the focus remains steadfastly on the interplay between the human form and the structural integrity of the clothing. Whether capturing a voluminous, high-pile textured coat or a body-hugging gown with intricate sheer mesh inserts, the imagery exploits natural light to cast sharp, geometric shadows against clean, whitewashed backgrounds. This visual language is further refined by the understated hair styling of Anthony Turner and bold makeup by Yadim Carranza, which together emphasize the graphic precision of the silhouettes. The campaign effectively balances high-fashion editorial aesthetics with commercial sensibility, utilizing bold serif typography to anchor the brand identity within the minimalist space. By stripping away extraneous detail, the collaboration between Lebon, Mulier, and set designer Happy Massee highlights a tactile dialogue between fabric and space. The resulting collection of portraits reads as a masterclass in controlled intensity, cementing Alaïa’s reputation for avant-garde design that refuses to compromise on elegance or form.

Editorial, Vertical

Natural light

Luxury Fashion Houses, Fashion