Just as the fashion world anticipated that Pieter Mulier had concluded his tenure at Alaïa with the Steven Meisel-shot Winter/Summer 2026 visuals, the Belgian designer has unveiled a surprising new project. Before he makes his highly anticipated transition to Versace, Mulier has introduced the Alaïa Summer/Fall 2026 campaign, showcasing a final creative burst for the iconic Parisian house.
For this latest installment, the brand has partnered with Hailey Bieber, the influential model and beauty entrepreneur. Captured through the lens of Tyrone Lebon—a photographer who has become a staple of Mulier’s visual language at Alaïa—the campaign embraces a stripped-back aesthetic. The photoshoot took place at Graces Mews, Lebon’s expansive 7,500-square-foot gallery in London, providing a minimalist backdrop that allows the architecture of the clothing to remain the primary focus.
Industry Perspectives: Evaluating the Choice of Hailey Bieber
The decision to cast Hailey Bieber has ignited a spirited debate among fashion enthusiasts and industry observers. Some critics argue that Bieber’s aesthetic leans more toward commercial celebrity than the avant-garde “high fashion” edge historically associated with Alaïa. Comparisons have been made to previous campaigns featuring legendary figures like Daria Werbowy, with some community members expressing a preference for the more seasoned, editorial depth seen in past collaborations with the same creative team.
Conversely, many have found the collaboration surprisingly effective. Proponents of the campaign highlight the beauty in its simplicity, noting that Lebon’s straightforward photographic style works well with the collection’s bold color palette. The specific combination of vibrant orange and soft pink tones has been particularly lauded for its modern appeal. For these supporters, the campaign represents a successful blend of contemporary star power and the refined minimalism that Mulier has championed during his time with the Maison.
Closing Thoughts on the Summer/Fall 2026 Campaign
The Alaïa Summer/Fall 2026 campaign serves as a significant milestone, marking one of the final visual statements of the Pieter Mulier era. By choosing a figure as globally recognized as Hailey Bieber and setting the scene in a curated gallery space, the brand continues to bridge the gap between classic Parisian couture and modern-day luxury branding. While the move toward celebrity-driven imagery remains a point of contention for some purists, the campaign undeniably captures the current zeitgeist, leaving a lasting impression as Mulier prepares for his next major role in the industry.
