The Summer-Fall 2025 campaign for Alaïa is a thing of pure beauty. While Pieter Mulier, Creative Director of Alaïa, and photographer Tyrone Lebon have collaborated for years, this was the Maison’s first campaign captured entirely outdoors. The northern shores of France, specifically between Cap Blanc-Nez and Cap Gris-Nez, provide the backdrop featuring dramatic cliffs and ethereal waters for the season’s striking looks. 

Inspired by movement and film, this is Alaïa’s first campaign with video accompanying its images—and each image seems to tell its own story. The black-and-white stills evoke a bygone, classic feel with Loli Bahia and Nastassia Legrand as the campaign’s featured models. Alaïa shares that the models “appear simultaneously as characters in a film or a novel, and as the quintessence of the Alaïa woman.”

Looks lean into the luxury house’s focus on silhouette and embrace of curvature with face-framing hoods, a feature of Flemish portraiture. Despite the feature’s centuries-old origins, they bring a modern touch to an otherwise timeless campaign. 

According to Alaïa, “the Summer Fall 25 campaign mirrors what lies at the core of Alaïa: how history and historicity can be used to create something timeless. And profoundly modern.”