ALAÏA SUMMER FALL 2024
Delving into the essence of Alaïa, the new Summer Fall 2024 campaign is a story of intimacy.
Mona Tougaard, Vittoria Ceretti, Felice Nova Noordhoff, and Awar Odhiang—four models from the Maison’s intimate circle of friends—were chosen by Pieter Mulier to star in this campaign.
Photographed by Tyrone Lebon, a close and longtime collaborator of the Maison, each girl is captured in one of four iconic Parisian hotel rooms, as they prepare and effortlessly inhabit these private spaces.
Tyrone Lebon portrays the models in their rawness and reality. They are not retouched, deliberately so, capturing them as they dress for and by themselves, almost as if preparing for a personal rendezvous.
The boundary between woman and icon dissolves. The models appear more real and raw than ever.
The Summer Fall 2024 campaign is a moment of discovery, where the intimacy between the women and the clothes is palpable. As if the fabrics and the skin are getting acquainted before becoming one.
Because this is what Alaïa is chiefly about: an encounter between the garment and the body. And at the core of Alaïa is, always, the idea of intimacy.
