Amidst landscapes so untamed they feel almost otherworldly, the Alaïa Summer Fall 2025 ad campaign is a cinematographic exploration of new ground, trying new things, always inspired by the past.

With their faces framed by hoods, akin to Flemish portraiture, Loli Bahia and Nastassia Legrand evoke the spirit of characters reminiscent of Jane Austen, Virginia Woolf, George Eliot, Emily Dickinson, or the Brontë sisters. Alone, their magnetic silhouettes inhabit the tormented purity of the landscape. They become the landscape.

Almost mystical, the campaign explores and examines the idea of solitude, but it also expresses the strength that emerges from it. A singularity. A resilience. Like that of the heroines of 19th-century literature. And yet, through the shared perspective of Tyrone Lebon, Frank Lebon and Pieter Mulier, this synthesis of multiple pasts forms something definitively new. A strong and modern femininity.

Like the collection itself, the campaign mirrors what lies at the core of Alaïa: how history and historicity can be used to create something timeless. And profoundly modern.