To celebrate the release of Pieter Mulier’s Winter Spring 22 new collection — available in-store and online on December 15 —, Alaïa commissioned Alexandre Courtès to direct the campaign.

In this campaign, clothes and pieces from the collection take center stage in a white cube.
The film format — minimal, digital, inspired by the aesthetics of clips — transforms each piece into an icon of its time, beyond traditional fashion images.

Through close-ups and with a frantic pace, product becomes the hero of a series of mini films. The result is graphic and yet refined. In the background, a triangle serves as a frame and reveals the A of Alaïa as a permanent setting for all the films.

In every epileptic and spirited apparitions, all the essentials of Alaïa’s vocabulary — leather, denim, suit, bells, leopard print... — emerge in the form of subliminal images, scattered with poetic visions : a candy apple, a leopard, a spinning top.

These images reveal the classics of Alaïa’s Winter Spring 22 collection as well as new icons such as the “Demi-Lune” bag.

We also recognize the faces of the show : Sherry, Raynara, Anya and Mirthe who also featured in the recent Swimwear campaign. Each with their distinctive personalities embodies Alaïa‘s plural visions of femininity : young, dynamic, sexy, poetic.