Pieter Mulier, the creative director of Alaïa, pays homage to the iconic Parisian fashion house’s history through family ties in their Winter/Spring 2023 campaign. For this campaign, Mulier chose Kaia Gerber, known for her rising star power in the industry and as the daughter of supermodel Cindy Crawford, who was a close friend of Azzedine Alaïa.
Gerber, who has been a runway regular since the age of sixteen, has made her own name in the fashion industry, following in her mother’s footsteps. Recently, she has ventured into the big screen with a role in the movie ‘’Babylon’’, released in theaters at the end of 2022. Mulier says: “Kaia fascinates me because she never stops evolving. She embodies beauty but also intelligence, movement, and empowerment“.
Shot by photographer Tyrone Lebon at the Los Angeles studio of artist Sterling Ruby, a close friend of Mulier, the campaign was created with a small team of six. The photos feature Gerber posed around the studio in a series of fabulous, gimmick-free shots. The collection’s color palette is no-nonsense, with black, white, and a firetruck red, and the silhouettes are crafted as an ode to the natural body. Gerber embodies the ultimate Alaïa woman, a starlet with a bubbling confidence and glamor that exudes strength.