What's Happening?
Hailey Bieber is the face of Alaïa's new fall 2026 Archetype collection campaign, photographed by Tyrone Lebon. The campaign, shot at Lebon's London gallery, marks a first for the space being used as a backdrop, highlighting the creative synergy between
the photographer and the fashion house. The collection, overseen by creative director Pieter Mulier before his departure to Versace, features a mix of Alaïa's signature styles and new innovations, including sculpted knits and leather pieces. Bieber, known for her influence on Gen Z fashion, embodies the collection's themes of sensuality and empowered beauty.
Why It's Important?
This campaign underscores Alaïa's strategic focus on leveraging high-profile figures like Hailey Bieber to connect with younger audiences and reinforce its brand identity. Bieber's involvement not only boosts the collection's visibility but also aligns with her status as a style icon for Gen Z, potentially driving sales and brand loyalty among this demographic. The campaign also marks a significant moment for Alaïa as it transitions under new creative leadership, setting the tone for future collections and brand direction.
