Alaïa is stepping into its next era quietly, confidently, and with the kind of architectural precision that has become Pieter Mulier’s signature. Shot by longtime collaborator Shayne Laverdière, the series of videos doesn’t just present the clothes, it studies them. Alaïa trades the traditional campaign fantasy for an intimate 360-degree investigation into line, structure, and skin. The camera wraps around garments as if they were living architecture. Sculptural dresses that cling and carve, leather coats edged with fur that look engineered rather than sewn, vinyl that slips over the body like a second skin, flashes of sequins, and slivers of animal print.
This intimacy ties it directly back to the visuals projected during the Winter Spring 26 show, extending that raw, glowing atmosphere into something transportive. Mulier’s woman stands at the junction of strength and vulnerability, and the camera never lets you forget it.
If Archetypes is a study of the Alaïa silhouette, the launch of the Maison’s new website marks a study of the Alaïa world. The redesign is clean, pure, and quietly luxurious, exactly the kind of refined functionality that mirrors the ready-to-wear.