Hailey Bieber stars in the new campaign for Alaïa, directed by Pieter Mulier. Archetypes pushes refined minimalism to its limit, defining the essence of the Alaïa Archetypes campaign.
From the very beginning, the campaign removes all visual excess. Nothing distracts from the subject. There is no background noise, no unnecessary staging. Everything focuses on the body and the clothes. As a result, the image feels stripped down, allowing every gesture, texture, and silhouette to carry its own weight and meaning.
The modern Alaïa woman
Within this space, Hailey embodies the modern Alaïa woman. Sensual. Strong. Precise. Her presence feels controlled but powerful. Her poses are restrained, almost sculptural, as if each frame has been carefully composed. At the same time, there is intention in every movement. The silhouettes reinforce that idea: defined lines, structured forms, and controlled volumes that build an almost architectural presence around the body.
Building on this tension, the garments work through contrast. Structured suede silhouettes sit alongside technical knits that introduce flexibility and lightness. Leather appears like a second skin, adapting closely to the body without breaking the shape or disrupting the flow. Everything feels deliberate, yet effortless, creating a quiet dialogue between structure and softness.
As the narrative evolves, a disruption emerges. Floral details appear unexpectedly across the looks. At first, they seem out of place within such a controlled visual system. However, they are not decorative noise. Instead, they introduce tension. They soften rigidity and add an emotional layer that balances the hardness of the forms while deepening the narrative.
Alaïa embraces minimalism in a moment defined by visual overload. The brand chooses reduction over excess and precision over spectacle. Nothing feels accidental. Every element has intention behind it, and every decision shapes a clear visual language that feels both timeless and modern.
At GORILA, we connect with this way of building imagery. We prefer what remains when everything unnecessary disappears, leaving only the essence behind.
Alaïa Archetypes campaign
The collection is available in ALAIA
