Featured image courtesy of Alaïa via Rustan's.
GLOBAL CAMPAIGN — Fresh off a global launch, Alaïa’s Winter Spring 26 campaign, photographed by Steven Meisel, continues a tradition of collaboration with photography’s most pre-eminent talents, initiated by Azzedine Alaïa and carried forward today by Pieter Mulier.
With Meisel’s most memorable work and in direct resonance with the history of the Maison, these images bring a sense of nostalgia, yet are bound to remain.
Image courtesy of Alaïa via Rustan’s.
Building on the philosophy of the collection itself, the campaign is reduced, sculptural, and powerful. Its simplicity and frontal quality introduce an intentional radicality. No noise, just beauty.
This is seen through the purity of the setting, the absence of ornament, and the deliberate repetition of a single composition that place the body and the garments at the centre of the image. A fundamental reduction becomes a method of accessing timelessness.
The images speak directly to the essence of Alaïa. Here, the sculptural language historically associated with the Maison shifts towards the statuesque. The bodies are treated as sculpture.
Image courtesy of Alaïa via Rustan’s.
This same uncompromising approach informs the casting of Vanessa Becker, Noor Khan, Iasmin Silva, Jiahui Zhang, and Danielle Currie, all representing a generation of rising faces. Their plurality reflects Alaïa’s own.
The Winter Spring 26 show’s soundtrack, created by Gustave Rudman, is carried through into the campaign films, extending this same atmosphere and rhythm into motion.
More than a campaign, this series is an act of image-making, almost like a craft. Images intended to be remembered. Images of quality, not reality. Images made to invite dreaming.
A moment of fashion, defined by timelessness. As is Meisel’s work and as is Alaïa.
Image courtesy of Alaïa via Rustan’s.
Since its foundation in 1964, Alaïa has always stood apart with a long-standing tradition of a Maison shaped by instinct and discipline, loved by connoisseurs across fashion, art, and culture. Guided by his own rhythm, Azzedine Alaïa sculpted garments with exceptional savoir-faire, celebrating the female form with radical clarity and intimacy.
Alaïa’s codes today are rearticulated with precision, pushed forward through innovation and craftsmanship, while preserving the House’s essential purity.
A renewed language has emerged: faithful to Alaïa’s spirit, and driven by a singular vision of modern beauty.
Alaïa is available in Rustan’s Makati and Rustan’s Shangri-La.
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