ALAÏA PRE-FALL 2022 AD CAMPAIGN
Willy Vanderperre’s images for Alaïa's new campaign provokes a play of echoes between the bodies and the clothes.
July 29, 2022
The black and white images of the Alaïa Pre-Fall 2022 ad campaign — with its unique chiaroscuro inspired by Flemish painting — reveal the strong contrast between the different volumes and shapes. The campaing deployed by the clothes and accessories of Alaïa’s Summer Fall 22 collection such as le Papa — Alaïa’s new iconic bag — the crinoline dress, the lace dress or the Heart shoes.
Willy Vanderperre’s images provoke a play of echoes between the bodies and the clothes. A game of asymmetry and sizing that pushes the limits of creation. Graphic lines that highlight the silhouette. More volume and more amplitude — symbols of this new collection.
We recognize the faces of Mona, Mirthe and Victoria who walked for the first two shows of Pieter Mulier at Alaïa. This intimacy between the creator and the models is a hallmark of Alaïa’s history. It creates a strong and authentic bond that is reflected in the clothes. The girls wear them like a second skin, with confidence and ease.
They become the incarnation of the Alaïa women. Combining sexiness, elegance and power. Highly feminine, free and assertive. Always in motion.