ALAÏA SF25 ARCHETYPES

Summer is not a season, but an ancestral memory we carry within us, even before we are born.
This is the philosophical premise behind the new Archetypes campaign, directed by Tyrone Lebon in the South of France. Anok Yai and Binx Walton embody a figure drawn from humanity’s collective memory: the archetype of the Liberated Woman, defined by presence, movement, and power.
Undulating curves, chaise longues, and archways scattered throughout the landscape echo the circular motif, suggesting a continuum between body, architecture, and nature.
It’s a vision that creative director Pieter Mulier transforms into a sartorial manifesto, shapes that speak to the unconscious. He builds a modern feminine myth through a geometry of the soul: spiral-cut skirts that coil around the body, swimsuits like a second skin, and bustiers shaped as protective shells.
Bags, Le Teckel, Le Cœur, and the Hip bag, alongside accessories and ballet flats, are reimagined as extensions of the soul made visible.
Every element reiterates the circular motif that runs through the entire collection: a universal language evoking infinity, connection, and a return to origin.