Alaïa Summer-Fall 2025
Cinematic campaign
Maison Alaïa has unveiled its Summer–Fall 2025 campaign, inspired by the movies “The Piano”, “Wuthering Heights”, and “Barry Lyndon”. For the first time, creative director Pieter Mulier staged the shoot entirely outdoors, along the French coastline. In front of the camera are models Loli Bahia and Nastassia Legrand, embodying the Alaïa woman – free, strong, and sensual.
The photographs were captured by Tyrone Lebon, while the accompanying film was directed by Frank Lebon. The collection highlights fabric forms that frame the face and silhouette, echoing Flemish portraiture and maritime architecture. Its literary muses range from Jane Austen to Virginia Woolf and the Brontë sisters.
Rendered in black and white, the campaign’s visual language dissolves the boundaries of time and space, unfolding as a cinematic tale of freedom and inner strength.
