Alaïa presented its winter/spring 2025 last week in New York at the iconic Solomon R. Guggenheim. As Creative Director Peter Mulier described, it choice of venue and city came from an obsession with “the idea of American beauty.” 

“For me, American beauty means freedom, of body and of spirit. A simplicity, a modernity and directness, a purity. And both for Alaïa and myself, America is a home away from home,” said Mulier. 

Both the designer and the house have a history with New York. Mulier worked in New York for several years and Azzedine Alaïa opened his first store there, showed there in 1982, and had his pieces exhibited alongside Warhol in 2000 with the Guggenheim at its Soho pop-up. 

“The collection itself has been shaped, inherently, by that idea – by showing in an art museum, in America. There is a sense of American sportswear, its ease and practicality. There are traces of the work of American fashion greats – Adrian, Halston, Charles James, Claire McCardell. American beauty, again. There is also a sculptural aspect, born from Azzedine’s obsessions, and my own,” said Mulier. 

Casting Ashley Brokaw ⠀
Make up artist Pat Mcgrath ⠀
Hair artist Duffy 
Nail artist Ama Quashie
Music Gustave Rudman⠀
Film direction and post-production Shayne Laverdiere  Jack Webb  Admiration
Production Bureau Betak Bureau Future