Hailey Bieber fronts the Alaïa Summer Fall 2026 Archetypes campaign at Graces Mews.

Alaïa staged its Summer Fall 2026 Archetypes campaign inside Graces Mews, photographer Lebon’s own London gallery, with Hailey Bieber as the start of the campaign. It’s the first time the space has played host to a fashion campaign, and the choice underlines how tight Lebon’s working bond with the Maison has gotten.

The gallery does much of the visual work: pared-back lines, glass furniture, a palette hovering near monochrome. Its architecture lines up with Alaïa’s long-running dialogue with design and echoes the Maison’s codes.

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Inside that environment, Bieber holds every frame on her own: a combination of sensuality and empowered beauty that calls up the Alaïa woman without any added artifice.

That wardrobe reads as a complete repertoire of the Maison. Suede shows up in architectural forms and tactile textures, articulating the body somewhere between concealment and revelation.

Each look closes out the same way: sculptural jewelry and the Maison’s emblematic accessories complete the silhouette. The collection pares back to fundamentals, gathering the house’s emblematic creations, its signatures, and new pieces working in innovative territory.

All of it lands back at Bieber. She is at the center of what the Maison has always argued: the timeless design philosophy, and the force found in simplicity.