FINE ART: Alaïa is headed to the Saint Ouen flea market for a three-day takeover with the campaign for Pieter Mulier’s summer-fall 2023 collection for the house.
Specifically, it has set up its campaign imagery within the alleys of the Paul Bert Serpette market, pitched as the largest antique market in the world and a regular hangout for art lovers, collectors and wanderers from both Paris and abroad keen to soak up its unique ambience when its opens over each weekend.
Brand founder Azzedine Alaïa was an avid art collector who regularly visited the “Puces,” as the market, which opened in 1946, and its surrounding areas are known.
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Current designer Pieter Mulier shares that passion for collecting art and design pieces, as witnessed during his most recent show for the house, for which he welcomed guests into his Antwerp penthouse home, filled with ceramics and contemporary artworks.
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Before him, Tunisian-born Alaïa also staged his shows at his home in the Marais, but was celebrated almost as much for his entertaining, when he would personally cook for his guests, as for the collections themselves.
As such, an appropriate part of the current activation, which began Thursday and extends to Monday, is a specially concocted dish inspired by Alaïa’s roots by chef Alcidia Vulbeau of the Bonne Aventure restaurant, one of the market’s popular eateries.