Purity is the core concept within Pieter Mulier’s vocabulary for Alaïa defines the very essence of the Winter Spring 2025 ad campaign.

“Daria is the perfect extension of the show at the Solomon R. Guggenheim Museum. With her powerful sensuality that emanates effortlessly, she embodies this collection like no one else. She is the ultimate woman,” explains Pieter Mulier.

Much like Frank Lloyd Wright’s architecture, Daria personifies a beauty that transcends time. In the intimacy of Tyrone Lebon’s images, she radiates an intense, raw, and timeless sensuality.

In this minimal space, bathed in natural light, Daria’s magnetic presence shapes the decor. Her aura illuminates the campaign: sculptural and devoid of any artifice, her curves animate Pieter Mulier’s collection.

She is the Alaïa woman in all her freedom. More sublime than ever in her sheer simplicity. Like the collection itself, Alaïa’s Winter Spring campaign is all about finding power in absolute purity.