Review of Alaïa Spring 2025 Ad Campaign by Creative Directors Ezra Petronio and Lana Petrusevych and Photographer Tyrone Lebon with model Daria Werbowy
Alaïa‘s Spring 2025 campaign is an ethereal homage to sinuous simplicity, brought to life by photographer Tyrone Lebon and iconic model Daria Werbowy.
Captured in an ethereal, sunlit space in Miami, Werbowy brings to life a dress that embodies the concepts of architectural purity central to the house’s Spring 2025 collection. Presented at the Guggenheim, the collection fused an homage to Frank Lloyd Wright’s modernist vision with Alaïa’s signature sensuality, while also exploring a practice of creative constraint by committing to not using buttons or zips.
In just two images, the campaign succinctly captures that purity of vision. Alaïa’s marketing imagery is often minimal but never boring, striking a unique balance of refinement and directness that breaks down the barrier between luxury and the sensuality of real life.
Alaïa Creative Director | Pieter Mulier
Art Director | Ezra Petronio, Daria Werbowy, and Lana Petrusevych
Photographer | Tyrone Lebon
Models | Daria Werbowy
Hair | Anthony Turner
Makeup | Yadim Carranza
Casting Director | Ashley Brokaw
Set Designer | Happy Massee