French luxury maison ALAÏA has unveiled its latest campaign, “Summer Fall 26 Archetypes,” starring Hailey Bieber.
The campaign was photographed by British photographer Tyrone Lebon and shot inside Lebon’s London-based gallery space, “Graces Mews.”
Summary
- ALAÏA unveiled its “Summer Fall 26 Archetypes” campaign starring Hailey Bieber
- The campaign was photographed by Tyrone Lebon
- London gallery space “Graces Mews” was used as a campaign setting for the first time
- Architectural silhouettes and “second-skin” expressions reinterpret the maison’s codes
- Hailey Bieber embodies ALAÏA’s timeless femininity and the power found in simplicity
This marks the first time the space has been used as the setting for a campaign, representing a new milestone in the ongoing creative relationship between ALAÏA and Tyrone Lebon. Defined by minimalist lines, glass furnishings, and an almost monochromatic atmosphere, the setting reflects the maison’s quiet dialogue with design and its refined visual language.
At the center stands Hailey Bieber. Her understated yet commanding presence embodies the image of the ALAÏA woman — independent, sensual, and self-assured. Throughout the campaign, Bieber’s restrained yet magnetic energy becomes a defining element of the visual narrative.
The campaign highlights ALAÏA’s signature architectural silhouettes and body-conscious constructions. Rich suede textures, sculptural knits, jersey, and leather pieces are designed to function like a “second skin,” closely contouring the body. Vibrant floral motifs further extend the expressive color language introduced in the “Winter Spring 26” collection, while the maison’s savoir-faire reinterprets its iconic codes through craftsmanship and materiality.
Sculptural jewelry and signature accessories complete the silhouettes, while Bieber’s physicality — captured through Lebon’s lens — brings a sense of vitality and movement to the collection.
In addition, the campaign arrives at a significant creative moment for ALAÏA under Pieter Mulier. On the maison’s official website, the Summer Fall 26 collection is described as “minimal, pure, essential,” positioned as both a reflection on the work of Azzedine Alaïa and a trace of the time Mulier spent shaping the maison.
By stripping away excess accessories and redirecting focus toward the body and the garment itself, the collection resonates deeply with the campaign’s visual language centered around Bieber’s physical expression.
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