By The Fashion Editorial Team
Marking years of collaboration, Alaïa creative director Pieter Mulier and photographer Tyrone Lebon unveil their latest cinematic achievement, the Summer/Fall 2025 campaign. Inspired by the past, the new series was intentionally conceived as a film where movement shaped cinematic vignettes, a first for the Maison.
Faces Loli Bahia and Nastassia Legrand appear in the campaign, shot on the north shores of France, between Cap Blanc-Nez and Cap Gris-Nez and embodying both characters and the quintessence of the Alaïa woman: pure, free, and at times, even wild.
In this otherworldly monochromatic series, the subjects transcend time and place – a timelessness that embodies the very essence of the Maison. As their faces become encircled and framed by hoods, recalling Flemish portraiture, protagonists such as Jane Austen, Virginia Woolf, George Eliot, Emily Dickinsons, of the Brontë sisters are called to mind.
In motion, the garments come to life, capturing the atmosphere of cinematic references held dear to Mulier: The Piano by Jane Campion (1993), Breaking the Waves by Lars von Trier (1996), Wuthering Heights by William Wyler (1939), or Barry Lyndon by Stanley Kubrick (1975).
With an enchanting motion, Mulier and Lebon explore and examine the concept of solitude in this campaign and the strong and modern femininity that emerges from it. Inspired by these 19th century literary heroines, the duo imagine something new brought into the forefront from the past. In doing so, they have drawn upon Alaïa's rich history and historicity to form something new: a collection seeped in both the present and the past — one that is both modern and profoundly inspired.
