Alaïa Spring 2025 Archetypes Ad Campaign

Review of Alaïa Spring 2025 Archetypes Ad Campaign by Photographer David Sims and Art Directors Ezra Petronio and Lana Petrusevych with models Alix Bouthors, Mona Tougaard, and FeiFei Sun

Alaïa distills a textural essence with its Spring 2025 Archetypes campaign, shot by photographer David Sims with art direction by Ezra Petronio and Lana Petrusevych.

With each of his Archetypes collections, creative director Pieter Muliter creates a focused extension of the house’s core design spirit, balancing innovation and tradition with an incisive directness. This latest chapter evolves the perspective of volume in motion and curving lines while introducing progressive and texturally impactful statement pieces, like the sleek and shiny flat-soled sneaker that almost feels like an elevated take on a driving or wrestling shoe, or the voluminous furry coat.

Sims’ straightforward imagery captures a trio of returning Alaïa muses – Alix Bouthors, Mona Tougaard, and FeiFei Sun – embodying the energy of the collection, as well as extending across still-life shots that provide a direct look at its potent and considered design character. Oversized logos boldly put a proud stamp of artisanal ownership on this vision.

Pieter Mulier’s Alaïa renaissance continues to be one of the industry’s leaders in synthesizing the heritage of the atelier’s craft mastery with contemporary innovation that embraces the future. At once minimal yet boldly expressive, this campaign does smart work to let that practice speak for itself – and it speaks volumes.