Hailey Bieber fronts Alaïa’s Archetype campaign in Tyrone Lebon’s London gallery

Hailey Bieber has the kind of face that turns a luxury campaign into a shorthand for the season, and Alaïa used that recognition well. In the house’s Summer Fall 2026 Archetypes campaign, photographed by Tyrone Lebon inside his Graces Mews gallery in London, Bieber anchored a nearly monochrome study of knitwear, jersey and leather that made Alaïa’s discipline feel wearable rather than severe.

The setting mattered as much as the clothes. Graces Mews, Lebon’s London gallery space, was used for a fashion campaign for the first time, and its spare, art-world polish matched Alaïa’s own point of view. The house described the collection as “minimal, pure, essential,” and said it was “stripped back, reduced to the very essence of Alaïa.” That restraint came through in the clothes themselves: body-conscious surfaces, sculpted lines and a focus on shape over decoration.

Alaïa’s materials list was as telling as the silhouettes. Loden, viscose, cotton velvet, latex and raw-cut wool gave the collection its tension between softness and structure, the sort of tactile mix that keeps monochrome from feeling flat. The house also said accessories were pared back so the eye would stay on the body within the clothes, which is exactly why the campaign lands so cleanly for right now. It reads like a template for the modern minimalist wardrobe: a fitted knit that skims instead of clings, a sharp leather layer, a controlled shoulder, a long line that looks deliberate from every angle.

The campaign also arrives at a strategic moment for Pieter Mulier. Prada Group announced on February 5 that he will become Versace’s chief creative officer effective July 1, 2026, making Archetypes one of his last major Alaïa-era statements before that transition. Bieber is already appearing elsewhere in Saint Laurent’s Tangerine Temptation campaign, underlining how top models and celebrities are now being used less as decoration than as a brand’s fastest route to instant cultural signal. Alaïa’s Summer Fall 2026 runway was shown during Paris Fashion Week in March and later covered by WWD on May 8, and this campaign extends that same message: precision sells, and in Alaïa’s hands, precision can still feel sensual.