{"id":186739,"date":"2025-09-08T17:15:42","date_gmt":"2025-09-08T15:15:42","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2025\/09\/08\/alaia-shakes-up-fashion-with-its-fall-2025-campaign\/"},"modified":"2025-09-08T17:16:43","modified_gmt":"2025-09-08T15:16:43","slug":"alaia-shakes-up-fashion-with-its-fall-2025-campaign","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2025\/09\/08\/alaia-shakes-up-fashion-with-its-fall-2025-campaign\/","title":{"rendered":"Ala\u00efa shakes up fashion with its Fall 2025 campaign"},"content":{"rendered":"\n<p><strong>A historic first for Ala\u00efa: the house opted for an outdoor shoot in Normandy to embody timeless, powerful femininity.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\">An aesthetic and narrative turning point<\/h2>\n\n<p>The new <strong>Ala\u00efa Fall\/Winter 2025<\/strong> 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 <strong>Cap Blanc-Nez<\/strong> and <strong>Cap Gris-Nez<\/strong> in northern France. These powerful landscapes underline the notion of inner strength and suspended time that the house aims to embody.  <\/p>\n\n<p>Directed by <strong>Ezra Petronio<\/strong> and <strong>Lana Petrusevych<\/strong>, key figures in luxury visual communications, the campaign emphasizes timelessness. Their work for <strong>Ala\u00efa<\/strong> also recalls the continuity with the Spring 2025 season, when the duo had already stamped their narrative touch on the brand&#8217;s image. <\/p>\n\n<p>This season, photographer <strong>Tyrone Lebon<\/strong> is responsible for the visual direction, with a cinematic aesthetic. His raw, almost documentary style highlights the two models, <strong>Loli Bahia<\/strong> and <strong>Nastassia Legrand<\/strong>, embodying the feminine power of the vision of <strong>Pieter Mulier<\/strong>, the house&#8217;s creative director. <\/p>\n\n<h3 class=\"wp-block-heading\">Muses, symbols of timelessness<\/h3>\n\n<p>The choice of <strong>Loli Bahia<\/strong> and <strong>Nastassia Legrand<\/strong> is no accident. These two young women represent a raw, unadorned beauty, in keeping with the spirit of<strong>Azzedine Ala\u00efa<\/strong>. Their presence in the Normandy landscape accentuates the idea of sovereign, independent femininity.  <\/p>\n\n<p>Tyrone Lebon&#8217;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 <strong>timeless vision<\/strong>. By playing with natural light, the countryside gains in authenticity and poetry.  <\/p>\n\n<h2 class=\"wp-block-heading\">Strategic creative continuity<\/h2>\n\n<p>This project is a continuation of <strong>Pieter Mulier<\/strong>&#8216;s strategy, which aims to inscribe Ala\u00efa in a modernity that respects its heritage. The previous season was directed by the same artistic duo, but with a different photographer, <strong>David Sims<\/strong>. This consistency shows a desire to create a strong, recognizable visual identity.  <\/p>\n\n<p>In the Parisian luxury landscape, this audacity stands out. In the run-up to <strong>Paris Fashion Week<\/strong> Autumn 2025, the choice of a campaign shot far from the Paris studios sends out a clear signal: Ala\u00efa is seeking to capture global attention by moving away from classic codes. An experience to be compared with the initiatives reported in the <a href=\"https:\/\/www.parisselectbook.com\/en\/category\/news-du-luxe-en\/\">Luxury News<\/a> section.  <\/p>\n\n<p>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 Ala\u00efa illustrates the current trend to revisit authenticity as a key to fashion communication. <\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Ala\u00efa reminds us that the most powerful stories are the ones that have always existed.&#8221; &#8211; Pieter Mulier<\/p>\n<\/blockquote>\n\n<h3 class=\"wp-block-heading\">Insights into a renowned duo<\/h3>\n\n<p><strong>Ezra Petronio<\/strong> and <strong>Lana Petrusevych<\/strong> 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.  <\/p>\n\n<p>This reputation is also expressed through the opening of archives and the enhancement of legacies. Like the recent <a href=\"https:\/\/parisselectbook.com\/en\/2025\/09\/03\/armani-opens-its-archives-to-celebrate-50-years-of-creation\/\">Giorgio Armani<\/a> retrospective, the duo helps to create a thread between past and present. Ala\u00efa is a perfect example of this dialogue between memory and innovation.  <\/p>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Why should we do what we do half-heartedly?&#8221; &#8211; Ezra Petronio &amp; Lana Petrusevych<\/p>\n<\/blockquote>\n\n<h2 class=\"wp-block-heading\">An open-air cinematic aesthetic<\/h2>\n\n<p><strong>Tyrone Lebon<\/strong> &#8216;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 <strong>wild nature<\/strong> and Ala\u00efa silhouettes creates an impression of strength and freedom.  <\/p>\n\n<p>This choice underlines the importance of scenography in today&#8217;s fashion communications. By abandoning classic studio codes, Ala\u00efa 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.  <\/p>\n\n<p>The exterior scenography also reinforces the narrative of timeless femininity. In the <strong>Normandy capes<\/strong>, the two models embody the idea that the Ala\u00efa woman is rooted in reality, but turned towards the eternal. <\/p>\n\n<p>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 <a href=\"https:\/\/www.parisselectbook.com\/en\/tag\/experience-en\/\">Experience<\/a> section. <\/p>\n\n<h3 class=\"wp-block-heading\">An expected impact in Paris<\/h3>\n\n<p>Given the timing, this campaign will be launched during <strong>Paris Fashion Week<\/strong> this autumn. It is a perfect illustration of the desire of major fashion houses to tell powerful stories rooted in the collective imagination. Ala\u00efa could thus make its mark by combining past, present and future in a coherent vision.  <\/p>\n\n<p>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 Ala\u00efa a singular place in the creative discourse of the fall season. <\/p>\n\n<p>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 <strong>creative continuity<\/strong>. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>A historic first for Ala\u00efa: the house opted for an outdoor shoot in Normandy to embody timeless, powerful femininity. An aesthetic and narrative turning point&#8230;<\/p>\n","protected":false},"author":1,"featured_media":186733,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2685],"tags":[],"quartier":[],"class_list":["post-186739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-du-luxe-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ala\u00efa shakes up fashion with its Fall 2025 campaign<\/title>\n<meta name=\"description\" content=\"A cinematic campaign by Petronio, Petrusevych and Lebon that reveals Ala\u00efa&#039;s timelessness in Normandy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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