Alaïa’s summer-fall 2025 “Archetypes” campaign centers on themes of freedom, movement and the allure of summer. Shot by photographer Tyrone Lebon in the South of France, the campaign features models Anok Yai and Binx Walton.
Creative director Pieter Mulier’s designs for this season draw on the Maison’s established codes. The collection includes swimwear that follows the body’s contours, spiral skirts and dresses with architectural lines and the brand’s signature bustiers.
“There were a host of new silhouettes, some tiered and pointy, others tubular, but most of them voluptuous and padded, including commanding leather coats with pool-noodle thick lapels,” WWD’s Miles Socha reviewed the collection in March.
The campaign spotlights updated versions of Alaïa’s Le Teckel, Le Cœur and Hip bags, along with spiral hoop earrings, bracelets, mask sunglasses, ballerinas and sculptural heels.
The setting reinforces the campaign’s narrative. Poolside scenes and curved architectural details, including arches, floaters and lounge chairs, mirror the shapes found in the garments.
See photos of the campaign below.
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Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.
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Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.
-
Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.
-
Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.
-
Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.
-
Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.
-
Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.
-
Alaïa’s “Archetypes” Campaign
Image Credit: Courtesy of Alaïa See photos of Alaïa’s summer-fall 2025 campaign featuring Anok Yai and Binx Walton.