Alaïa shakes up fashion with its Fall 2025 campaign

A historic first for Alaïa: the house opted for an outdoor shoot in Normandy to embody timeless, powerful femininity.

An aesthetic and narrative turning point

The new Alaïa Fall/Winter 2025 campaign was unveiled at the end of August and marks a break with the past. For the first time, all imagery was shot outdoors, on the cliffs of Cap Blanc-Nez and Cap Gris-Nez in northern France. These powerful landscapes underline the notion of inner strength and suspended time that the house aims to embody.

Directed by Ezra Petronio and Lana Petrusevych, key figures in luxury visual communications, the campaign emphasizes timelessness. Their work for Alaïa also recalls the continuity with the Spring 2025 season, when the duo had already stamped their narrative touch on the brand’s image.

This season, photographer Tyrone Lebon is responsible for the visual direction, with a cinematic aesthetic. His raw, almost documentary style highlights the two models, Loli Bahia and Nastassia Legrand, embodying the feminine power of the vision of Pieter Mulier, the house’s creative director.

Muses, symbols of timelessness

The choice of Loli Bahia and Nastassia Legrand is no accident. These two young women represent a raw, unadorned beauty, in keeping with the spirit ofAzzedine Alaïa. Their presence in the Normandy landscape accentuates the idea of sovereign, independent femininity.

Tyrone Lebon’s design reflects a direct relationship with nature. Steep cliffs and sea breezes convey a sense of eternity, reinforcing the idea that fashion is not just a matter of passing trends, but of timeless vision. By playing with natural light, the countryside gains in authenticity and poetry.

Strategic creative continuity

This project is a continuation of Pieter Mulier‘s strategy, which aims to inscribe Alaïa in a modernity that respects its heritage. The previous season was directed by the same artistic duo, but with a different photographer, David Sims. This consistency shows a desire to create a strong, recognizable visual identity.

In the Parisian luxury landscape, this audacity stands out. In the run-up to Paris Fashion Week Autumn 2025, the choice of a campaign shot far from the Paris studios sends out a clear signal: Alaïa is seeking to capture global attention by moving away from classic codes. An experience to be compared with the initiatives reported in the Luxury News section.

The work of Ezra Petronio, also creative director for other Parisian fashion houses, reveals a growing interest in narrative minimalism. The approach he is developing at Alaïa illustrates the current trend to revisit authenticity as a key to fashion communication.

“Alaïa reminds us that the most powerful stories are the ones that have always existed.” – Pieter Mulier

Insights into a renowned duo

Ezra Petronio and Lana Petrusevych have been collaborating since 2015. Their joint vision extends to different artistic universes, but takes on its full force in the world of fashion. In Paris, their reputation as builders of coherent images gives them unrivalled status in the sector.

This reputation is also expressed through the opening of archives and the enhancement of legacies. Like the recent Giorgio Armani retrospective, the duo helps to create a thread between past and present. Alaïa is a perfect example of this dialogue between memory and innovation.

“Why should we do what we do half-heartedly?” – Ezra Petronio & Lana Petrusevych

An open-air cinematic aesthetic

Tyrone Lebon ‘s rendering brings a rare dimension to a luxury campaign. His images seem to come out of a film, with characters moving through landscapes inhabited by wind and light. The combination of wild nature and Alaïa silhouettes creates an impression of strength and freedom.

This choice underlines the importance of scenography in today’s fashion communications. By abandoning classic studio codes, Alaïa is opening up a path where the visual experience takes precedence over the effect produced. It also responds to a growing demand for sincerity in luxury.

The exterior scenography also reinforces the narrative of timeless femininity. In the Normandy capes, the two models embody the idea that the Alaïa woman is rooted in reality, but turned towards the eternal.

Beyond the image, this campaign could inspire other Parisian houses to dare to use nature as a backdrop. A movement already perceptible in the experiments listed in the Experience section.

An expected impact in Paris

Given the timing, this campaign will be launched during Paris Fashion Week this autumn. It is a perfect illustration of the desire of major fashion houses to tell powerful stories rooted in the collective imagination. Alaïa could thus make its mark by combining past, present and future in a coherent vision.

The international media reception has been very positive, with many praising the boldness and accuracy of an open-air shoot. In Paris, where brand image is also built on the street and in the galleries, this approach has given Alaïa a singular place in the creative discourse of the fall season.

If the response continues to be favorable, the company will further enhance its prestige abroad. This positioning, both strong and elegant, demonstrates the solidity of a strategy that values creative continuity.