Hailey Bieber leads Alaïa “Archetypes”, the Fall 2026 campaign photographed by Tyrone Lebon at Grace Mews, his gallery in London. Creative director Peter A woman structured the campaign around a pared-down visual language, placing Bieber, the clothes and the venue’s architecture in direct conversation.
Alaïa uses “Archetypes” as his name for the pre-collections, a category that Pieter Mulier has guided in recent seasons. Prior to 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 starring Bieber.
Lebon photographs Bieber inside Grace Mews, marking the first fashion campaign shot at the photographer’s London gallery. The location has a personal dimension for Alaïa and Lebon, whose creative relationship continues through this work. The campaign frames Bieber through a language of restraint, sensuality and strong physical presence. Alaïa describes the images as a combination of sensuality and empowered beauty, with the gallery setting allowing the clothes to hold the focus.
The ‘Archetypes’ collection acts as Alaïa’s wardrobe and repertoire. It brings together iconic creations, house signatures and new pieces developed through innovative techniques. The composition moves through sculptural 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, leather and movement.
Bieber matches the campaign’s focus on contemporary style and strong visual recognition. As the founder of Rhode, she has created a beauty brand closely tied to her personal image, while her presence in fashion continues to define a distinct Gen Z style language.
With “Archetypes”, Alaïa presents a campaign based on 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 latest chapter in the house.
