Shot on the coast of northern France, the new Alaïa campaign explores the powerful solitude and wild grace of modern femininity.

Never has an <a href="https://www.lofficiel.com/fashion-week/chez-alaia-une-beaute-sans-frontieres-entre-mode-art-et-memoire" target="_blank" rel="noopener">Ala&iuml;a</a> campaign looked so cinematic. For this Summer-Fall 2025 season, Pieter Mulier and photographer Tyrone Lebon are crossing a new creative line, the result of years of silent and fruitful collaboration. Their shared language has been refined, reaching a form of maturity where one dares to try anything&mdash;as long as the anchor remains faithful to the soul of Ala&iuml;a.
Conceived as a film, this campaign is part of a perpetual movement, at the very heart of the House's aesthetic. The images, composed like photograms torn from time, tell a story whose every silence vibrates with meaning. Accompanied by videos by Frank Lebon-a first for Ala&iuml;a-they become fragments of a story, an emotion, a breath.
Loli Bahia and Nastassia Legrand are not mere muses. Through Lebon's lens, they become characters&mdash;as if stepped out of a novel or a dream. Shot entirely on location on the rugged coastline of northern France, between Cap Blanc-Nez and Cap Gris-Nez, this campaign marks a turning point in the history of the House. These two women embody the quintessential <a href="https://www.lofficiel.com/fashion-week/nyfw-les-volumes-parfaits-d-alaia" target="_blank" rel="noopener">Ala&iuml;a</a> figure: pure, powerful, untamed. Free, sometimes wild.

Here, nature is not a backdrop but a partner. The landscapes, captured in black and white, seem to come straight from another dimension. Outside of time. Outside of the world. They evoke both the past, myth, and a bare, essential modernity. It is here, in this tension between memory and invention, that Ala&iuml;a's strength lies.
Bahia and Legrand's hooded faces, like Flemish portraits, summon a gallery of literary spirits: Jane Austen, the Bront&euml; sisters, George Eliot, Emily Dickinson. When they come to life, dressed in Pieter Mulier's creations, the references become cinematic: Jane Campion's The Piano, Lars von Trier's Breaking the Waves, William Wyler's Wuthering Heights, Stanley Kubrick's Barry Lyndon. A splendid melancholy, a calm intensity.
Alone, they cross this almost mystical landscape, inhabited by sea spray and wind. They become this landscape.
This campaign doesn't just celebrate solitude: it reveals its power. It explores singularity, resilience&mdash;that quiet strength found in 19th-century heroines. But it's through the combined prism of Tyrone Lebon, Frank Lebon, and Pieter Mulier that a new language is born. A strong, conscious and resolutely contemporary femininity.
Like the collection it embodies, Ala&iuml;a 's Summer-Fall 2025 campaign reminds us that history, when well interpreted, never confines. It liberates. It illuminates the present. And gives birth to the future.

<a href="https://www.maison-alaia.com/fr" target="_blank" rel="noopener">maison-alaia.com</a>

Alaïa Unveils a Timeless Cinematic Campaign

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