The Alaïa Summer Fall 2025 Archetypes ad campaign tells the story of an eternal summer, representing the beauty of purity.

The campaign depicts an intimacy that lies at the heart of the Maison. Intimacy like an embrace, like a circle. A theme that echoes throughout the decor, from the arches to the floaters and the lounge chairs, where the silhouettes unfold like sculptures. These same forms extend to the collection itself.

The swimwear traces the lines of the body. Spiral skirts and dresses add an architectural sharpness to the silhouettes, while the Maison’s emblematic bustiers hug the body. The essential accessories from the Alaïa repertoire elevate the dynamic, almost athletic silhouettes. Le Teckel, Le Cœur, and the Hip bag, as well as the spiral hoop earrings and bracelets, bold mask sunglasses, iconic ballerinas, and sculptural heels, are reinvented to elevate the solar allures.

Models Anok Yai and Binx Walton appear in their purest, most raw beauty and become the very embodiment of the Alaïa woman—sculptural, magnetic, desirable, and powerful.