- Hailey Bieber fronts Alaïa's Summer/Fall 2026 "Archetypes" campaign, her first with the French luxury house, photographed by Tyrone Lebon at his London gallery, Grace Mews.
- Outgoing creative director Pieter Mulier oversaw the campaign before departing Alaïa in March 2026; he joins Versace as creative director on July 1.
- The Archetypes collection centers on body-conscious sculpted knits, jerseys, and leather designs, described by the house as "minimal, pure, essential."
- Bieber is simultaneously fronting Saint Laurent's Spring 2026 "Tangerine Temptation" campaign, making her one of the most booked campaign faces of the season.
Alaïa has unveiled its Summer/Fall 2026 “Archetypes” campaign, tapping Hailey Bieber as its face for the very first time.
Photographed by Tyrone Lebon at his London gallery Grace Mews, the campaign marks the first time the space has been used as a campaign backdrop, a milestone the house says “further strengthens the close creative bond between the photographer and the maison.”
Defined by minimalist lines, glass furnishings, and a near-monochromatic atmosphere, the setting reflects Alaïa’s quiet dialogue with design. Bieber’s understated yet commanding presence is described by the house as embodying the Alaïa woman: independent, sensual, and self-assured.
The Archetypes collection spans sculpted knits, jerseys, and leather pieces realized with innovative techniques. Floral prints and bold colorways, including red poppies on a white “secondskin” bodysuit and a suede goatskin trenchcoat in vivid teal, add personality to the house’s essential wardrobe codes.
This is Bieber’s debut Alaïa campaign. The house had previously worked with models including Daria Werbowy (Spring 2025), Loli Bahia and Nastassia Legrand (Fall 2025), and Vittoria Ceretti and Mona Tougaard (Summer/Fall 2024).
Bieber was named the 2026 WWD Style Awards Style Trailblazer honoree earlier this year, fitting timing for a campaign debut at one of Paris’s most revered houses.
On the brand side, readers may recall that just weeks earlier, Bieber was confirmed as the face of Saint Laurent’s Spring 2026 “Tangerine Temptation” campaign shot by Nadia Lee Cohen, having already fronted three prior Saint Laurent campaigns after being named a “friend of the House” in 2024.
Meanwhile, her beauty brand Rhode, was acquired by e.l.f. Beauty in a deal ultimately valued at $1 billion, with Bieber staying on as chief creative officer.
Mulier, who exited Alaïa as creative director in February, oversaw the campaign for the Summer/Fall 2026 season as one of his final acts before his upcoming Versace debut.
Takeaways
Hailey Bieber landing her first Alaïa campaign isn’t just a fashion booking, it’s a signal of where luxury is heading. She’s no longer just a model-for-hire; she’s a brand architect who happens to model.
Running concurrent campaigns for both Alaïa and Saint Laurent in the same season cements her as 2026’s undisputed campaign queen.
More interestingly, this campaign arrives at a transitional moment for Alaïa: Mulier is out, and the house’s next creative chapter is still forming.
Choosing Bieber, Gen Z’s unofficial style mascot and a billion-dollar beauty founder, suggests Alaïa is deliberately chasing a younger, culturally plugged-in audience as it navigates that transition.
Does Hailey Bieber fronting multiple luxury campaigns simultaneously dilute the exclusivity each brand is trying to project or does her cultural pull override that concern? Could Bieber’s relationship with Alaïa evolve into a longer-term ambassadorship, especially given the house’s search for a fresh identity post-Mulier?
