Alaïa Boutique Plaza 66 Shanghai, Shanghai

Purity. This core concept within Pieter Mulier’s vocabulary for Alaïa defines the very essence of the Winter Spring 25 campaign.

With the Winter Spring 2025 Archetypes, Pieter Mulier drives the Maison further into its new chapter, redefining and reinterpreting the emblematic Alaïa silhouettes and philosophy.

Captured by Sam Rock and embodied by Loli Bahia, the Summer Fall 2024 Archetypes unveil a whole repertoire of Alaïa essentials.

This collection is about simplicity and purity, about less meaning more - about intimacy, about reducing to an essence, about finding a freedom and invention in that.

Long-time friend of the house, Gisele Bündchen stars in the new Alaïa Winter Spring 2024 campaign.

With the Archetypes, Pieter Mulier sublimates and reinterprets Alaïa’s timeless design philosophy: sculptural shapes, noble materials, signatures inspired by the codes of the Maison.

Shot by Tyrone Lebon the campaign for the Summer Fall 2023 collection took place at Pieter Mulier’s home, in Antwerp, in the same space where the show was presented in January.