Alainpaul Fall 2024 Ad Campaign

Review of Alainpaul Fall 2024 Ad Campaign by Creative Directors Daniella Wilson and Arthur Morisset of Understudy and Photographer Liv Liberg with models Britt Liberg, Saiko Mimeur, Caroline Julien, Emma Belabed, Comfort Kondheson, Mattia Castroianni

Alainpaul takes the stage with its debut ad campaign. Titled “The Rehearsal,” the campaign highlights the brand’s Fall 2024 collection, and was crafted in collaboration with creative directors Daniella Wilson and Arthur Morisset of Understudy and photographer Liv Liberg.

Creative director Alain Paul studied contemporary ballet at a rigorous dance academy while he grew up in Marseilles. He draws influence from this experience in designing his collections for the eponymous brand he founded in 2023.

Fittingly, the designer’s first-ever ad campaign takes an insider’s perspective to the world of dance. We see the characters in moments of transition and reflection during breaks in rehearsal or as they prepare for a show: donning costumes, stretching their legs, visualizing their choreography. Liberg’s photographic approach has a spontaneous, documentary feel, yet also takes on a richly artful quality as she captures the moods of the dancers in conversation with their rehearsal space and the clothing that matches their movements.

After debuting on the runway with a strong design perspective drawing from the sartorial language of dance, Alainpaul wisely captures this core intersection with its first campaign. Airy and elegant, the visual story has us excited to see the young brand’s next steps.