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Apparel and accessories

Alaïa aims to empower with summer campaign

May 21, 2025

Women’s bodies serve as the focal point of the initiative. Image courtesy of Alaïa/Tyrone Lebon Women’s bodies serve as the focal point of the initiative. Image courtesy of Alaïa/Tyrone Lebon

 

By Zach James

French couture house Alaïa is leaning on latent femininity with its latest marketing drop.

For the brand’s summer/fall Archetypes 2025 campaign, it is uplifting the ideal of an endless summer, with imagery showcasing warm weather and the freedom those conditions are said to grant the female form. Conceived by creative director Pieter Mulier, the advertisements display pieces from the seasonal womenswear collection in relaxed, intimate environments meant to evoke a feeling of liberation.

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