Lensed by Tyrone Lebon under the creative direction of Pieter Mulier, the campaign further refines the image of the Alaïa woman. Set against minimalist backdrops, Bieber appears in sculptural, vibrant ensembles that embody confidence and modern femininity. The campaign was photographed at Grace Mews, Lebon’s London gallery.

The gallery’s clean lines, glass furnishings, and monochromatic palette immediately draw focus to Bieber and Alaïa’s architectural silhouettes, positioning the garments as wearable art. As the first campaign shot within the space, it further deepens the artistic dialogue between Lebon and Alaïa.

“…Hailey Bieber’s presence becomes the center of the image. Without artifice, her magnetism alone evokes the Alaïa woman. A combination of sensuality and empowered beauty,” the brand said in a statement. 

Archetypes collections represent the maison’s most enduring codes. In the Summer/Fall 2026 campaign, floral prints and bold, expressive colorways add a new layer of personality to essential wardrobe items. Red poppies bloom across a white “secondskin” bodysuit, and a suede goatskin trenchcoat appears in vivid teal. 

“Here Hailey Bieber embodies the timeless design philosophy of the Maison and the power found in simplicity,” the brand said in a statement. 

The new Archetypes collection is now available to shop at maison-alaia.com.