The Paris-based Maison ALAÏA has unveiled its Winter Spring 26 campaign, photographed by Steven Meisel, one of the most influential photographers in the history of fashion.
The campaign continues the House’s longstanding tradition of collaborating with leading talents in photography—a legacy established by founder Azzedine Alaïa and now carried forward by Creative Director Pieter Mulier.
Eliminating Noise, Pursuing Only Beauty
Grounded in the philosophy of the collection itself, the campaign visuals are elevated into a sculptural and powerful expression through reduction. The purity of the setting, the elimination of ornamentation, and the deliberate repetition of a single composition place the body and the garment at the center of each image.
Borrowing Mulier’s words, this clarity and frontal directness bring about an “intentional radicality.” The attitude that “there is no noise, only beauty” runs consistently throughout the entire visual narrative.
The sculptural language historically associated with the Maison transforms here into a statuary expression. The body is treated as a sculpture, and each image possesses the presence of a painting. It is an embodiment of the belief that radical simplification is the pathway to permanence.
A New Generation of Diverse Faces
This uncompromising approach extends to the casting. Vanessa Becker, Noor Khan, Iasmin Silva, Jiahui Zhang, and Danielle Curie—faces representing a new generation—appear in the campaign. Their diversity reflects the very essence of ALAÏA.
In addition, the soundtrack created by Gustave Rudman for the Winter Spring 26 runway show is carried over into the campaign film, expanding the same atmosphere and rhythm into a dynamic expression. In doing so, the worlds of the runway and the campaign are seamlessly unified.
“Images Intended to Be Remembered”
More than a campaign, this series of photographs can be seen as an act of image-making in itself—approaching the realm of craftsmanship.
“Images intended to be remembered. Images that pursue quality rather than reality. Images created to lead us into dreams.” These visuals are produced under that philosophy.
The moments fashion inscribes are defined by a timeless universality. The same holds true for Meisel’s work, and for ALAÏA.
Resonating with history, celebrating the sculptural body, and striving toward permanence, the Winter Spring 26 campaign once again makes visible the very essence of ALAÏA.
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