Maison Alaïa has revealed its Summer Fall 2025 campaign, titled Archetypes, spotlighting themes of bodily freedom, sculptural elegance and intimate power.
Photographed by Tyrone Lebon in the South of France, the campaign features models Anok Yai and Binx Walton in a warm, Mediterranean light that underscores the Maison’s vision of an endless summer.
The campaign is closely aligned with the creative direction of Pieter Mulier, who continues to evolve Alaïa’s distinctive visual language. The images convey a dreamlike yet grounded mood, presenting Yai and Walton in moments that are both stripped back and strikingly composed. Their portrayal captures what the brand describes as “the very embodiment of the Alaïa woman”, figures who are sculptural, magnetic, and imbued with a confident sensuality.
Photographed in an architectural setting defined by arches, floaters, and sculptural lounge chairs, the visuals are intimate and tightly framed, reinforcing the physicality and poise of the models. This intimacy, described by the brand as “like an embrace, like a circle,” is mirrored in both the set design and the collection’s construction.
Key pieces from the collection include form-fitting swimwear, spiral skirts and dresses that emphasise movement and structural finesse, and Alaïa’s signature bustiers. These garments trace the contours of the body with precision, reinforcing the brand’s longstanding commitment to craftsmanship and form. The silhouettes are described as dynamic and almost athletic.
The campaign also spotlights a selection of updated accessories from Alaïa’s established repertoire. These include Le Teckel, Le Cœur and the Hip bag, as well as spiral hoop earrings, bold mask sunglasses, and the label’s well-known ballerinas and sculptural heels. Each piece is designed to elevate the silhouette and align with what Alaïa terms “solar allures”.
According to the Maison, the Archetypes campaign is not merely a seasonal statement but an evocation of purity and motion. It presents an aesthetic rooted in liberation, strength and beauty, qualities central to Alaïa’s design philosophy since its inception.
