Alaïa Spring 2024 Ad Campaign

Review of Alaïa Spring 2024 Ad Campaign by Creative Director Pieter Mulier and Photographer Tyrone Lebon with model Gisele Bündchen

Alaïa summons sensuality and strength with its new Spring 2024 campaign by photographer Tyrone Lebon.

In designing this season’s collection, Pieter Mulier continued to push his contemporary interpretation of the bodyconsious sensuality at the heart of the Alaïa aesthetic. Materials like latex, leather, and knits are transformed into a second skin, sensuously wrapping the body while uplifting its natural beauty and strength. This aesthetic practice naturally led the creative director to his iconic casting choice.

Gisele has something very unique about her, an aura which she seems to emanate. An absolute elegance. A very strong beauty. She is so powerful and graceful at the same time.”
– Pieter Mulier, Alaïa Creative Director

Lebon lenses Bündchen at the famed Riverset portrait studio in Miami – but rather than making use of the location’s studios, the shoot takes place on the roof. Encircled by a sinuous bodycon dress, the Amazonian model cuts a striking figure against the stark white of the building’s rectilinear architecture. In another image, Lebon shoots from below her center of gravity, creating a feeling of larger-than-life power and poise as she towers into the blue sky above, a clinging latex skirt extending the presence of bodily power.

The final layouts pair these full-body portraits with detail shots that emphasize Mulier’s knack for textural interactions with the body of the wearer, showing how intentionality and power are fully present in both silhouette and component.

Seamlessly continuing the house’s evocation of sensuality and strength, Alaïa shares another bold vision of statement luxury.