Hailey Bieber leads Alaïa’s ‘Archetypes’ campaign, a concept centred on minimalism, architecture and sensuality.
- The model becomes the face of a collection where simplicity once again emerges as the ultimate expression of luxury.
Hailey Bieber is the new face of ‘Archetypes’, the latest campaign from Alaïa directed by Pieter Mulier, a proposal that pushes the idea of sophisticated minimalism to its limit. Photographed by Tyrone Lebon, the campaign strips away every visual excess in order to focus solely on the essence of the maison.
The images were shot at Graces Mews, Lebon’s London gallery, which has been transformed into the setting for a fashion campaign for the very first time. Defined by clean interiors, glass furniture and a monochromatic palette, the space acts as a natural extension of Alaïa’s visual universe: restrained, architectural and precise.
Within this environment, Hailey Bieber embodies a contemporary interpretation of the Alaïa woman, moving between sensuality and strength with an almost sculptural ease. The collection revisits some of the house’s most recognisable codes while introducing new technical and material explorations.
Structured suede silhouettes sit alongside tactile knitwear and leather pieces designed to mould to the body like a second skin. Floral details momentarily interrupt the neutral palette, while carefully selected accessories complete the campaign’s visual language.
Beyond the garments themselves, the collection functions as an aesthetic statement. In an industry increasingly saturated with visual stimuli, Alaïa chooses to reduce the noise and return to form, texture and construction as the true protagonists.
