Alaïa Fall 2024 Ad Campaign

Review of Alaïa Fall 2024 Ad Campaign by Creative Director Pieter Mulier and Photographer
Tyrone Lebon with models Awar Odhiang, Felice Nova Noordhoff, Mona Tougaard, Vittoria Ceretti

Alaïa explores the intimacy and authenticity of personal rituals with its Fall 2024 campaign by photographer Tyrone Lebon.

The campaign stars Mona Tougaard, Vittoria Ceretti, Felice Nova Noordhoff, and Awar Odhiang – four recurring faces from the house’s intimate circle of friends chosen by creative director Pieter Mulier. Each character is captured in a particular room in one of four of Paris’ most iconic hotels.

Drawing on this private space that is both personally grounded and elevated from everyday life, Lebon’s imagery finds a deep sense of intimacy as he finds each woman in a moment of preparation. The portraits are sensual but not sexual; the use of slightly obscured nudity create a sense of rawness and realness, which creates a sense of delicate tension between the refinement of the garments they are about to put on. The images are not retouched, furthering the sense of organic spontaneity and intimacy in the conversation between body, persona, and clothing.

Pieter Mulier’s Alaïa continues to offer one of the most consistently artful and considered takes on contemporary luxury fashion, and as the recent Lyst index results pointed out, it’s beginning to commercially resonate with customers more and more as well. Authentically intimate and sensual while maintaining its sense of artistic elevation, this campaign is another strong step in that continued growth.