Summer 2025 takes shape through the sculptural curves of Alaïa

Strolling by a sunny pool is nice. Doing it while wearing accessories and garments by Pieter Mulier for Alaïa is even better. That’s what comes to mind when seeing Archetypes, the new campaign by the Alaïa house, which manages to convey the sweet taste of an endless summer, of holidays lingering around a pool, in a dreamlike setting, liberating women's bodies and exalting their power through just a few images. Just like the collections presented by the House each season at Paris Fashion Week, the campaign, despite its slow and relaxed essence proper to summer, is in constant motion, one of the founding languages of Alaïa and of its creative director's aesthetic.

Indeed, it is around the warm and comforting sunlight and through a gentle breeze one could almost feel on the face when looking at the photos that Archetypes, the Summer Fall 2025 campaign of the House, is built. Thanks to Anok Yai and Binx Walton, Pieter Mulier’s collection comes to life through these shots, perfectly embodying what defines the very essence of the Alaïa house: a sculptural aesthetic, magnetic, desirable, and powerful. On floaters, a deckchair or lying directly on the ground by a hypnotizing blue pool, the models showcase pieces from Alaïa that make us want just one thing: to slip on our most beautiful white dress from the SF25 collection and head straight to the South of France to kick off the summer. Through the decor, the models’ silhouettes, and the sculptural pieces of the collection, forms create a unique narrative, and summer comes to life.

Swimsuits trace the lines of the body. Spiral skirts and dresses add architectural sharpness to the silhouettes, while the House’s iconic bustiers hug the form. Essential accessories from Alaïa’s repertoire elevate dynamic, almost athletic silhouettes. Le Teckel, Le Cœur, and the Hip bag, along with spiral earrings and bracelets, bold sunglasses, iconic ballerinas and sculptural heels, are reinvented to enhance these solar looks. Through the Archetypes campaign, summer arrives early. A summer that, we hope, will be eternal, given all the iconic seasonal pieces offered by Alaïa that one lifetime would not be enough to wear.