French fashion house Alaïa has unveiled its summer autumn 2026 Archetypes campaign, starring Hailey Bieber and photographed by Tyrone Lebon under the creative direction of Pieter Mulier. Set inside Lebon’s London gallery, Graces Mews, the campaign strips fashion imagery back to its essentials, placing the focus squarely on silhouette, texture, and presence.
The setting itself plays an important role in shaping the mood of the campaign. This marks the first time Graces Mews has been used as the backdrop for a fashion campaign, reinforcing the ongoing creative dialogue between Lebon and the Maison. The near-monochromatic interiors, sparse furniture, and clean architectural lines echo Alaïa’s longstanding relationship with design and craftsmanship, creating a restrained environment that allows the clothes to speak for themselves.
At the centre of each image is Bieber, whose understated yet magnetic presence channels the modern Alaïa woman. Rather than relying on elaborate styling or theatrical staging, the campaign embraces simplicity. Through Lebon’s intimate lens, Bieber moves fluidly through the collection, embodying a vision of femininity that balances sensuality with strength.
