Alaïa’s Summer-Fall 25 campaign doesn’t just show clothes, it moves like a film. Creative director Pieter Mulier reunites with photographer Tyrone Lebon and brings filmmaker Frank Lebon into the frame to build a campaign where imagery and motion speak the same language. The result is a black-and-white world that feels untethered to era or place, pure Alaïa (Instagram), timeless and modern at once.
Shot entirely outdoors on France’s northern coast between Cap Blanc-Nez and Cap Gris-Nez, the campaign stars Loli Bahia and Nastassia Legrand. Their presence is magnetic: at times characters from a novel, at others the distilled idea of the Alaïa woman: powerful, raw, free. The photographs land like stills caught in time, while Frank Lebon’s videos animate the clothes and the landscape, expanding the story in motion.
Black and white has long been central to Alaïa’s visual code, and here it sharpens everything: the Atlantic wind, the sculptural drape, the cut that moves with the body. Hoods frame the models’ faces in a way that nods to Flemish portraiture, clean, intimate, a direct gaze. In motion, the mood channels the cinema that Mulier loves: the elemental romance of The Piano, the intensity of Breaking the Waves, the brooding wilds of Wuthering Heights, and the painterly historicism of Barry Lyndon. It’s not pastiche, it’s memory repurposed, references filtered into something that feels strikingly now and yet timeless.
There’s also a narrative running beneath the visuals: solitude as a kind of strength. Alone against a vast horizon, Bahia and Legrand don’t disappear into the scenery, they become it. The campaign lingers on that tension: the individual and the elements, softness and resolve, romance and reality. It reads as a quiet manifesto for Summer-Fall 25: the Alaïa woman is not ornamental, she’s elemental.
For a house defined by movement and body-conscious construction, thinking in “film” terms makes sense. The stills act as frames; the videos provide cadence; together they sketch a world where history is a resource, not a cage. Summer-Fall 25 is a thesis: historicity used to create the timeless, while making it feel profoundly modern. It’s a campaign, yes. But more than that, it’s a cinematic study of what Alaïa stands for.
For more stories of fashion from the region and further afield, visit our dedicated archives.
