Hailey Bieber Is the Ultimate Alaïa "Archetype"
Stripping things back for a masterclass in minimal glamor.
Alaïa unveiled its “Archetypes” campaign, fronted by none other than Hailey Bieber. Creative director Pieter Mulier tapped photographer Tyrone Lebon to shoot it, stripping everything back to focus on the essence of the Maison’s design language.
Shot at Graces Mews, Lebon’s London gallery, the campaign marks the first time the space has been used as a fashion set, a significant moment that highlights the longstanding creative relationship between the photographer and Alaïa. The setting itself mirrors the collection’s philosophy: restrained, refined and deeply architectural. Minimal interiors, glass furnishings and monochromatic tones create a stark backdrop for Bieber’s commanding presence.
Throughout the imagery, Bieber embodies the modern Alaïa woman with ease, balancing sensuality and strength. The collection revisits the House’s signatures while introducing new technical explorations, from sculptural suede silhouettes to tactile knits and leather designed to move like a second skin. Floral motifs inject bursts of color, while statement jewelry and accessories complete the looks. With “Archetypes,” Alaïa once again proves that simplicity can be its own form of power.
Take a look at the images above and head to the brand’s website for more.
In other news, check out Marine Serre’s “The Source” campaign featuring Ester Expósito.
