The new campaign is a story about femininity. On the rugged coastline of northern France, where cliffs plunge into the sea, the Ala&iuml;a woman is born&mdash;strong, independent, wild, and free.

For the Summer&ndash;Fall 2025 season, creative director Peter Mulier and photographer Tyrone Lebon have created a cinematic novel. Their collaboration, built up over many years, has reached a level of maturity where they can afford to do anything&mdash;provided that every decision remains true to the Ala&iuml;a DNA.
The narrative is composed of black-and-white frames, like photograms torn from time. In each shot, tension is accompanied by breath. For the first time in the history of the House of Ala&iuml;a, the campaign comes to life in video format: director Frank Lebon transforms images into moving pictures, where the slightest gesture is equal to a line of poetry.
Models Loli Bahia and Nastassja Legrand are the characters in the film. Their faces under hoods resemble Flemish portraits, but as soon as they move, the associations shift to cinema: Jane Campion's The Piano, von Trier's Dancer in the Dark, Wyler's Wuthering Heights, Kubrick's Barry Lyndon. Melancholy meets passion, calm meets storm.
Nature becomes an equal protagonist: wind, fog, and salty spray shape the image of the Ala&iuml;a woman. Her freedom is as harsh and beautiful as the rocks and the sea.

The campaign conveys the beauty of solitude and its power. It is about how inner strength is born in silence. About how true modernity arises in the dialogue between memory and innovation. Ala&iuml;a takes the language of the past to speak about the future.
The Summer&ndash;Fall 2025 collection and its visual embodiment embody the idea of a new femininity: conscious, powerful, and uncompromising.

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Alaïa presents its cinematic campaign for summer-fall 2025

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