What's Happening?
Hailey Bieber is the face of Alaïa's latest campaign for its fall 2026 Archetype collection. The campaign, overseen by creative director Pieter Mulier before his departure to Versace, features Bieber in a series of photographs taken by Tyrone Lebon at his London
gallery, Grace Mews. This marks the first time the gallery has been used as a backdrop for a campaign, emphasizing the creative bond between the photographer and the fashion house. The collection, described as a repertoire of Alaïa's emblematic creations, includes innovative pieces such as sculpted knits and leather garments. Bieber, who is also involved in the beauty industry with her brand Rhode, has been recognized as a style icon for Gen Z, earning the 2026 WWD Style Awards Style Trailblazer honor.
Why It's Important?
The campaign underscores Alaïa's strategic focus on its Archetypes pre-collections, which have been gaining prominence under Mulier's direction. By featuring Hailey Bieber, a prominent figure in contemporary fashion and social media, Alaïa aims to connect with younger audiences and reinforce its brand identity. This move is significant as it aligns with the broader trend of fashion houses leveraging celebrity influence to enhance brand visibility and appeal. Additionally, the campaign's unique setting in a London gallery highlights Alaïa's commitment to blending fashion with art, potentially attracting art enthusiasts and fashion-forward consumers alike.
