Review of Alaïa Lunar New Year 2025 Ad Campaign by Creative Director Pieter Mulier and Photographer Tyrone Lebon with model He Cong
Alaïa celebrates the Year of the Snake through its own signature vision of sensual elegance with a Lunar New Year campaign shot by photographer Tyrone Lebon.
Chinese supermodel He Cong is captured among an elegant restaurant or nightclub interior in Paris that combines French sophistication with design elements drawn from traditional Chinese art. While these aspects notably nod to the cultural traditions and heritage behind Lunar New Year, the imagery exudes all the glamor and artful spontaneity of a typical Alaïa campaign. Rather than putting out a simple capsule or playing directly to the zodiac or the color red – as many brands do this time of year and which can end up feeling forced – the brand shares a narrative that feels organic and unaffected. This is exactly what we would expect an Alaïa Lunar New Year campaign to be: effortlessly elegant, celebratory yet subtle.
Alaïa Creative Director | Pieter Mulier
Photographer | Tyrone Lebon
Model | He Cong
Hair | Damien Boissinot
Makeup | Christelle Cocquet
Casting Director | Ashley Brokaw