Alaïa Summer 2024 Ad Campaign 2024

About

For the Alaïa Summer 2024 campaign, creative director Pieter Mulier continues to refine the brand's rigorous devotion to sculptural form and architectural silhouette. Captured by photographer Sam Rock, this fashion editorial campaign leans into a stark, high-contrast aesthetic that strips away visual noise to prioritize the tactile nature of the garments. Featuring model Lola Bahia, the series utilizes studio strobe lighting to oscillate between high-key clarity and the moody intensity of chiaroscuro, effectively emphasizing the intricate textures of open-weave crochet, ribbed knits, and mesh construction. Each frame functions as a study in balance, where the deliberate styling—complemented by hair by Benjamin Muller and makeup by Sandrine Cano Bock—aligns with the clean, graphic lines of the collection. The deliberate interplay of shadow and light transforms the apparel into a series of bold, geometric silhouettes, grounded by metallic accents and the brand’s minimalist ethos. By utilizing a restrained palette and focused, centered composition, the campaign channels a sense of timeless Parisian elegance while firmly placing the focus on the construction of the wardrobe. Through this collaborative effort, the imagery reinforces Alaïa's position within the luxury fashion houses landscape, presenting a visual narrative where the interplay of light and shade serves to elevate the structural sophistication of the Summer 2024 collection to a modern, iconic status.