Alaïa Summer 2024 Ad Campaign

Review of Alaïa Summer 2024 Ad Campaign by Creative Director Pieter Mulier with Photographer Sam Rock with models Lola Bahia

Alaïa exudes sculptural sophistication with the campaign for the latest edition of its Archetypes collection, captured by photographer Sam Rock.

The Archetypes offering sees creative director Pieter Mulier distill the core design vision of the brand’s eponymous founder, carrying forward signature craft practices – sculptural constructions, three-dimensional meshes and knits, intricate draping, bodycon sensibility – to exalt and reinvent the codes of the house.

With model Lola Bahia embodying this perspective, Rock’s striking portraits take a minimal approach to maximally communicate the character of the collection. He shoots in black and white with an all-white studio backdrop, allowing the sinuous curves and complex lines of these archetypal garments to fully speak for themselves.

Evolving the brand’s confident marketing practice of stark elegance while carrying forward a historic design legacy, the campaign is a direct and striking ode to an enduring archetype of elegance.