Hailey Bieber leads Alaïa “Archetypes,” the Fall 2026 campaign photographed by Tyrone Lebon at Grace Mews, his London gallery. Creative director Pieter Mulier shaped the campaign around a reduced visual language, placing Bieber, the clothes, and the architecture of the space in direct conversation.
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Alaïa uses “Archetypes,” as its name for pre-collections, a category that Pieter Mulier has guided in recent seasons. Before his departure from the house at the end of March, ahead of his move to Versace on July 1, the Belgian designer oversaw the Fall 2026 “Archetypes” campaign with Bieber as its central figure.
Lebon photographs Bieber inside Grace Mews, marking the first fashion campaign shot in the photographer’s London gallery. The location carries a personal dimension for Alaïa and Lebon, whose creative relationship continues through this project. The campaign frames Bieber through a language of restraint, sensuality, and sharp physical presence. Alaïa describes the imagery as a combination of sensuality and empowered beauty, with the gallery setting allowing the clothes to hold focus.
The “Archetypes” collection works as a wardrobe and repertoire of Alaïa. It brings together emblematic creations, house signatures, and new pieces developed through innovative techniques. The lineup moves through sculpted knits, jerseys, tactile textures, and leather designed to sit close to the body. Suede silhouettes add structure, while the collection’s material choices continue Alaïa’s focus on form, skin, and movement.
Bieber fits the campaign’s focus on contemporary style and strong visual recognition. As founder of Rhode, she has built a beauty brand closely tied to her personal image, while her fashion presence continues to define a clear Gen Z style language.
With “Archetypes,” Alaïa presents a campaign built around reduction, body, material, and presence. The Fall 2026 “Archetypes” campaign places Alaïa’s signatures in a disciplined setting, giving the pre-collection a clear visual identity under Pieter Mulier’s final chapter at the house.
