Alaïa has once again placed sculptural style and intimate portraiture at the forefront of its creative vision with the global debut of the label’s Archetypes spring 2027 campaign. Continuing the French luxury brand’s exploration of architectural silhouettes, the latest campaign brings together a striking cast of supermodels, featuring Lina Zhang and Doutzen Kroes. Each model brings a distinct presence to the pieces from the newest installment of the acclaimed series, all captured through the visionary lens of photographer Drew Vickers.
With this latest iteration of the Archetypes series, Alaïa leans heavily into an architectural approach to fashion, revealing meticulously sculpted silhouettes designed for a contemporary audience. Structure and fluidity find a delicate yet powerful balance throughout the designs, which simultaneously revisit and honor the foundational design codes established by the historic fashion house.
The collection and its accompanying campaign heavily spotlight second-skin knitwear that intricately contours the body, creating an interplay between organic human
form and engineered precision. Architectural peplum lines dramatically mark the waist, creating striking sculptural volume that catches the eye. Meanwhile, signature tailoring expertly redraws traditional proportions, refining the silhouettes to offer a masterclass in modern luxury womenswear.
Drew Vickers, who previously photographed the inaugural Archetypes campaign when it launched in 2023, returns to helm the imagery for spring 2027. For this chapter, Vickers pairs bold sculptural forms with intense, close-up portraits of the models presented in a series of striking diptychs. This visual juxtaposition allows viewers to appreciate both the grand, architectural scale of the garments and the raw, emotive expressions of Zhang and Kroes.
The color palette of the campaign deliberately enhances its dramatic tension. Deep, absorbing black ensembles provide a grounding effect, which is sharply contrasted by bursts of vibrant yellows and crisp, clean whites. These precise color choices extend to the collection’s accessories, ranging from sculptural handbags to statement earrings, successfully carrying architectural details throughout every facet of the presentation.
Alaïa originally introduced its Archetypes series in 2023. Initially conceived and designed under the creative direction of Pieter Mulier, the collections were created to highlight the label’s signature sculptural design codes alongside its main spring and fall ready-to-wear lines. Over the past few years, the Archetypes series has become a cornerstone of the brand’s visual identity, serving as a bridge between Alaïa’s rich historical archives and its forward-thinking contemporary creations.
The debut of the spring 2027 drop arrives on the heels of significant structural changes within the fashion house, most notably Pieter Mulier’s departure from Alaïa earlier this year. Mulier’s exit was officially announced in January, and he presented his final, highly praised collection for the label in March. At the time of his departure, the brand reassured the fashion community regarding its creative stability.
"The studio will ensure continuity in the interim period until a creative organization is confirmed," the brand said in a statement released at the time. The statement also extended warm wishes to the departing designer, adding that the house wished Mulier "every success in his future endeavors; he will always remain part of the Alaïa family."
Myriam Serrano, chief executive officer of Alaïa, reflected on Mulier’s profound impact on the heritage maison following the announcement of his departure.
"We sincerely thank Pieter for his vision and commitment, writing an important chapter in the ongoing evolution of the maison," Serrano stated. She emphasized the collaborative success achieved during his tenure, noting that over the previous five years, Mulier and the exceptional team he led successfully shaped Alaïa’s creative renewal. According to Serrano, their work honored the brand’s storied heritage while simultaneously strengthening the maison’s overall market relevance, creative confidence, and global recognition.
As the brand moves forward into this transitional chapter, the spring 2027 Archetypes campaign stands as a testament to the enduring strength of Alaïa’s foundational codes. By maintaining a steadfast commitment to sculptural mastery, architectural precision, and uncompromising luxury, the French fashion house ensures that its distinctive identity remains firmly intact while looking toward the future.
