Alaïa Unveils Archetypes Spring 2027 Campaign
The Paris house's new campaign stars Lina Zhang and Doutzen Kroes as Pieter Mulier's successor-era creative direction takes shape.
Updated on Nov. 6, 2026 in Fashion
Alaïa debuted its Archetypes spring 2027 campaign, photographed by Drew Vickers and starring models Lina Zhang and Doutzen Kroes. The campaign arrives as the French luxury house works through a creative transition following the departure of longtime designer Pieter Mulier.
Why it matters
The campaign signals continuity in the Archetypes series, which Alaïa introduced in 2023, during a period of leadership change at the house. Its visual direction offers an early indication of how the label is presenting itself without Mulier.
The Archetypes series was introduced in 2023, and Drew Vickers photographed both that first campaign and the spring 2027 installment. The brand has not confirmed who will lead creative direction following Mulier's exit.
The players
Alaïa
A French luxury fashion house founded by Azzedine Alaïa, known for its sculptural, body-conscious tailoring.
Pieter Mulier
A Belgian designer who led Alaïa's creative direction and initially designed the Archetypes collections before departing the house.
Drew Vickers
A photographer who shot the Archetypes campaigns for Alaïa, including the first installment in 2023.
Doutzen Kroes
A Dutch model and entrepreneur who stars in the spring 2027 Archetypes campaign.
Lina Zhang
A model who appears in the spring 2027 Archetypes campaign alongside Doutzen Kroes.
The details
The spring 2027 campaign features second-skin knitwear that contours the body, peplum lines that mark the waist, and black ensembles set against yellows and whites. Images pair sculptural forms with close-up portraits in diptychs, while handbags and earrings carry the collection's architectural details.
Timeline
2023: Alaïa introduces the Archetypes series; Vickers shoots the first campaign.
January 2026: Mulier's departure from Alaïa is announced.
March 2026: Mulier presents his final collection for the label.
Spring 2027: The Archetypes spring campaign debuts.
Season Trajectory
The spring 2027 campaign extends the Archetypes series that Alaïa launched in 2023, keeping its photographic approach consistent across seasons. Its continuation offers a point of comparison for how luxury houses maintain visual identity through designer transitions.
For shoppers, the campaign previews the visual direction of Alaïa's upcoming collections, helping them anticipate the silhouettes and accessories the house will emphasize. Readers following the brand can use the campaign's styling cues to evaluate how the label's aesthetic is evolving.
The takeaway
Campaigns such as Archetypes show how a fashion house maintains its identity across creative transitions. Watching how the brand carries its signature shapes and imagery forward offers a useful lens on the label's direction.
Further reading
For more on how luxury houses present their collections, explore Fashion coverage.
Source note: This article includes information reported by WWD.
