Alone on the coast, silhouettes merge with the landscape to study solitude and strength, a sense of singularity and resilience.
For Summer Fall 25, Alaïa looks outward. Pieter Mulier and photographer Tyrone Lebon extend a long collaboration into new ground, treating the campaign like a film that studies movement, a principle central to the Maison.
The images read as fragments of a story. Composed as stills, they are paired with videos directed by Frank Lebon, a first for the Maison.
Another first sits in the setting. The campaign was shot entirely outdoors, on the northern shores of France, between Cap Blanc-Nez and Cap Gris-Nez. The choice arrives in black and white, an iconic contrast at the heart of Alaïa’s imagery.
Loli Bahia and Nastassia Legrand lead the cast. Through Lebon’s lens, they are more than faces for a season. They register as characters, and also as the quintessence of the Alaïa woman. Pure. Powerful. Raw. Free. At times, even wild.
Hoods frame their faces with the quiet severity of Flemish portraiture. The mood calls up figures from Jane Austen, Virginia Woolf, George Eliot, Emily Dickinson, and the Brontë sisters.
Once in motion, the garments animate on screen. The atmosphere nods to The Piano by Jane Campion (1993), Breaking the Waves by Lars von Trier (1996), Wuthering Heights by William Wyler (1939), and Barry Lyndon by Stanley Kubrick (1975), references dear to Mulier.
Alone on the coast, the models’ silhouettes settle into the tormented purity of the landscape until they seem to become it. The frame studies solitude and the strength that can come from it, a sense of singularity and resilience that echoes the heroines of nineteenth-century literature.
Through the shared eye of Tyrone Lebon, Frank Lebon, and Pieter Mulier, multiple pasts are shaped into something new, a strong and modern femininity. Like the collection, the campaign returns to what sits at Alaïa’s core, using history and historicity to make an image that aims for the timeless and the modern at once.
