The model and beauty entrepreneur was photographed by Tyrone Lebon in his London gallery.The model and beauty entrepreneur was photographed by Tyrone Lebon in his London gallery.
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Tyrone Lebon/Courtesy of Alaïa
TYPE CASTING: Alaïa has been putting more of a spotlight on Archetypes — its nomenclature for pre-collections, which have been overseen in recent seasons by creative director Pieter Mulier.
Before exiting the house at the end of March — he is Versace-bound, starting July 1 — the Belgian designer oversaw the campaign for the fall 2026 Archetype collection, which features model-of-the-moment Hailey Bieber, who also appears in a current Saint Laurent campaign.
For Alaïa, Bieber was captured by photographer Tyrone Lebon at his London gallery Grace Mews. According to Alaïa, it’s the first time the space has been used as a backdrop for a campaign, a milestone that “further strengthens the close creative bond between the photographer and the maison.”
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Tyrone Lebon/Courtesy of Alaïa
The nearly monochromatic gallery and glass furniture keep the focus on Bieber and her outfits for “a combination of sensuality and empowered beauty,” according to the house.
The Archetypes collection is billed as a wardrobe and repertoire of Alaïa, including emblematic creations, brand signatures and new pieces realized with innovative techniques, spanning from sculpted knits and jerseys to leather “as a second skin.”
Bieber, founder of the beauty brand Rhode, has become an unofficial poster girl of Gen Z style, and was recognized earlier this year as the 2026 WWD Style Awards Style Trailblazer honoree.
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