Pieter Mulier, Creative Director of Alaïa, has not been afraid to reference the history of the iconic Paris-based fashion house, and for their Spring 2023 campaign, Mulier chose to stay referential to the past through family ties. Kaia Gerber is featured in the Alaïa Winter-Spring 2023 campaign, chosen for her own growing star-power as well as being the daughter of supermodel Cindy Crawford, who was a close friend of Azzedine Alaïa. 

Gerber has been a fixative on the runways since the age of sixteen, making her own name in the same industry where her mother once did. While Gerber is the daughter of an indisputable star, she is forging her own way from runways to the big screen — recently featured in Babylon, released in theaters at the end of 2022. “Kaia fascinates me because she never stops evolving,” shares Mulier. “She embodies beauty but also intelligence, movement, and empowerment.”

The campaign was created with a small team of six, shot by Tyrone Lebon at the Los Angeles studio of artist Sterling Ruby, a close friend of Mulier. Geber is perched around the studio in the series of photos that are fabulous sans gimmicks. The collection is no-nonsense, with a color palette of black, white, and a firetruck red and silhouettes that are crafted as an ode to the natural body. Gerber is shown here as the ultimate Alaïa woman, a starlet with a bubbling confidence and glamor that embodies strength.