Never before has an Alaïa campaign felt as cinematographic as this one. Over years of collaboration, Pieter Mulier and photographer Tyrone Lebon have built a creative connection so strong that it has led them, for the Summer Fall 25 campaign, to explore new ground.  This campaign was, in this sense, conceived intentionally as a film, with this idea of movement, fundamental to Alaïa. Composed like stills, like fragments of a story caught in time, the images are accompanied by videos directed by Frank Lebon. A first for the Maison.

Through Tyrone and Frank Lebon's lens, Loli Bahia and Nastassia Legrand are more than the faces of this new campaign. They appear simultaneously as characters in a film or a novel, and as the quintessence of the Alaïa woman. Pure. Powerful. Raw. Free, and at times, even wild.

Amidst landscapes so untamed they feel almost otherworldly, the Summer Fall 25 campaign was captured exclusively in black and white, an iconic contrast at the heart of the Maison's imagery. The photographs seem to belong to an imaginary geography. A time out of time. They transcend any fixed notion of era or place, evoking many histories at once. The very definition of timelessness.

With their faces framed by hoods, akin to Flemish portraiture, Loli Bahia and Nastassia Legrand evoke the spirit of characters reminiscent of Jane Austen, Virginia Woolf, George Eliot, Emily Dickinson, or the Brontë sisters. When in motion, animating the garments as seen in the videos directed by Frank Lebon, they summon the atmospheres of The Piano by Jane Campion (1993), Breaking the Waves by Lars von Trier (1996), Wuthering Heights by William Wyler (1939), or Barry Lyndon by Stanley Kubrick (1975); cinematic references dear to Pieter Mulier.

Almost mystical, the campaign explores and examines the idea of solitude, but it also expresses the strength that emerges from it. A singularity. A resilience. Like that of the heroines of 19th-century literature. And yet, through the shared perspective of Tyrone Lebon, Frank Lebon and Pieter Mulier, this synthesis of multiple pasts forms something definitively new. A strong and modern femininity.

Like the collection itself, the Summer Fall 25 campaign mirrors what lies at the core of Alaïa: how history and historicity can be used to create something timeless. And profoundly modern.