Alaïa: a cinematic campaign for Summer-Autumn 2025

The house of Alaïa unveils a powerful, poetic campaign shot on the coast of northern France, a blend of feminine power, wild nature and cinematic aesthetics.

For its new Summer-Fall 2025 campaign, Alaïa changes tone. Under the artistic direction of Pieter Mulier, supported by Tyrone Lebon on photography and Frank Lebon on video, the house explores a more intense, almost cinematic narrative dimension. Far from conventional fashion communication formats, this visual capsule invites contemplative immersion in a free, silent yet powerful femininity.

An artistic turning point for Alaïa

The campaign was shot outdoors on the beaches of northern France, between Cap Blanc-Nez and Cap Gris-Nez. These raw landscapes, captured in black and white, become actors in their own right. They contribute fully to the emotion and depth of the images. Loli Bahia and Nastassia Legrand are more than models, they are real characters. Their hooded faces, their gestures suspended in the wind, evoke a world on the border between fashion, literature and cinema.

This choice of austere, natural surroundings breaks with the hushed world of the studios. It reminds us that fashion, too, can be written as a visual narrative. And that each garment – here signed by Pieter Mulier – becomes a language in its own right.

An aesthetic between romanticism and radicalism

The campaign doesn’t just show silhouettes: it offers an emotional experience. The references are numerous: Flemish portraits, the heroines of Jane Austen or the Brontë sisters come to mind. But also films like Barry Lyndon, Breaking the Waves or The Piano. The image thus becomes a metaphor for an introspective femininity, far removed from the usual clichés. Here, solitude is grandeur, and silence density.

Alaïa’s vision of femininity is resolutely modern. But rooted in a culture of storytelling, memory and style as a tool for liberation. Every shot seems to say: to be alone is not to be absent – it’s to exist differently.

Paris, the setting for this transformation

Although the campaign was shot by the sea, it was in Paris, at the heart of Maison Alaïa, that this vision was forged. The historic workshop on rue de Moussy, in the Marais district, remains the label’s creative heart. And it is here that this new femininity, both contemplative and assertive, is invented.

Read also: A look back at the fashion show that shattered the record books