Hailey Bieber is the new face of Alaïa’s “Archetypes” Fall 2026 (Summer/Fall 26) campaign, a pared back, sculptural story shot by Tyrone Lebon inside Grace Mews , his London gallery space.
Under creative director Pieter Mulier , the campaign focuses on a reduced visual language, putting Bieber , the clothes and the gallery’s architecture into direct, almost conversational tension. A gallery as a fashion set The “Archetypes” images were captured at Grace(s) Mews in London , the first time Lebon’s
own gallery has been used as the setting for a fashion campaign. The space’s white walls, clean lines, glass furnishings and near monochrome palette act as a neutral frame, pushing every curve, fold and cut of the clothes into sharp relief.
Reviews describe the atmosphere as studio like and intimate , with soft light and minimal furniture stripping away distractions so that proportion, posture and texture become the main narrative.
This choice of location deepens the artistic dialogue between Lebon and Alaïa , positioning the images somewhere between campaign and photographic exhibition.
Hailey Bieber as the Alaïa “Archetype” For Bieber , this is her first campaign for Alaïa , and the visuals frame her as a contemporary embodiment of the Alaïa woman confident, unapologetically sensual and sharply defined…
