Alaïa’s Summer-Fall 25 campaign is a striking fusion of cinema, literature, and fashion: An evocative exploration of timeless femininity. Creative director Pieter Mulier, in collaboration with photographer Tyrone Lebon, has transformed the Maison’s vision into something resembling a film, where every frame is a fragment of story, and every garment is alive with movement.
For the first time in Alaïa’s history, the campaign unfolds entirely outdoors, along the rugged northern shores of France. Models Loli Bahia and Nastassia Legrand embody both characters from a novel and the essence of the Alaïa woman: Pure, powerful, and untamed. Captured in stark black and white, the imagery transcends era and place, inhabiting a realm that feels both ancient and modern.
Directed by Frank Lebon, the accompanying videos heighten the campaign’s cinematic resonance, recalling the haunting atmospheres of films like The Piano and Wuthering Heights. Cloaked in hoods reminiscent of Flemish portraiture, the women channel the resilience of 19th-century heroines while standing firmly in the present.
In this campaign, solitude becomes strength, and history becomes innovation. Alaïa proves once more that its essence lies not only in craftsmanship but in creating something timeless, something profoundly modern.
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