Alaïa Summer Fall 25: When Fashion Becomes Cinema

Paris, black and white, a shoreline stripped bare. Alaïa’s Summer Fall 25 campaign is a film broken into stills, a story captured mid-movement.

Shot entirely outdoors on the raw northern coasts of France, this is the first time the Maison takes its imagery fully into nature, and the result is hauntingly powerful.

Creative director Pieter Mulier, in collaboration with photographer Tyrone Lebon and filmmaker Frank Lebon, crafts a narrative that feels as much about cinema as it does about clothing. The campaign unfolds like fragments of a novel—each frame a chapter, each look a character.

Models Loli Bahia and Nastassia Legrand embody the Alaïa woman with magnetic presence: pure, powerful, raw. At once timeless and contemporary, their hooded silhouettes echo Flemish portraiture while summoning heroines of 19th-century literature and cinematic touchstones from The Piano to Barry Lyndon.

Captured exclusively in black and white, the images rely on stark contrasts—light against shadow, softness against severity, the human figure against vast landscapes. They appear suspended in a geography that is both real and imaginary: Cap Blanc-Nez and Cap Gris-Nez as timeless stages for Alaïa’s visual poetry.

The women do not just inhabit the landscape—they become the landscape, embodying the Maison’s ability to turn body and garment into one uninterrupted gesture.

At its core, this campaign mirrors what Alaïa has always stood for: history reinterpreted, past and present in dialogue, and modern femininity expressed through strength and solitude. The narrative may draw on multiple eras—19th-century heroines, cinematic auteurs, timeless coastlines—but what emerges feels undeniably new.

Profoundly modern, profoundly Alaïa.

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