Alaïa has released its Summer-Fall 2025 campaign, marking a new creative chapter for the Maison.
Developed by creative director Pieter Mulier in collaboration with photographer Tyrone Lebon, it has a distinctly cinematographic approach.
For the first time in Alaïa’s history, the campaign has been conceived intentionally as a film. Alongside still photography, the project features videos directed by Frank Lebon, making moving imagery a central element. The campaign was shot entirely outdoors on the northern coast of France, between Cap Blanc-Nez and Cap Gris-Nez. Models Loli Bahia and Nastassia Legrand front the series, appearing both as characters in a wider narrative and as embodiments of the Alaïa woman.
The imagery was captured exclusively in black and white, reinforcing the Maison’s signature use of contrast. The stark tones set against untamed coastal landscapes create what the brand describes as an “imaginary geography,” suggesting a timeless quality that transcends specific eras or locations.
Portraits of Bahia and Legrand, often framed by hoods, reference the style of Flemish painting. In doing so, the visuals echo figures from literature such as Jane Austen, Virginia Woolf, George Eliot, Emily Dickinson and the Brontë sisters. When viewed in motion through Frank Lebon’s direction, the campaign also evokes scenes from classic cinema, including The Piano by Jane Campion, Breaking the Waves by Lars von Trier, Wuthering Heights by William Wyler and Barry Lyndon by Stanley Kubrick. These cinematic references align with inspirations central to Mulier’s vision.
The campaign is the first to present Alaïa’s aesthetic entirely within an outdoor environment, situating the garments within landscapes described as raw and almost otherworldly. Alone in these surroundings, the models’ silhouettes appear to merge with the natural setting, underscoring the campaign’s exploration of solitude. According to the Maison, this solitude is not depicted as weakness but as a source of resilience and strength, drawing parallels with heroines of 19th-century literature.
