OK, so we thought Pieter Mulier enlisting Steven Meisel for the Winter/Summer 2026 campaign was Mulier’s last as creative director – until the Alaïa Denim campaign dropped last month. Mulier, who exited the Paris-based fashion brand as creative director in February, has another campaign to unveil for the Summer/Fall 2026 season before his Versace debut. The Belgian designer taps none other than Hailey Bieber for the latest Alaïa campaign offering. The model-turned-beauty mogul poses for the photographer Tyone Lebon for the occasion, who has proven to be quite the favorite of Mulier’s over recent years. Throughout the minimalist campaign imagery, Hailey poses within Lebon’s very own London 7,500 square-foot gallery – Graces Mews.
Read below the reactions of theFashionSpot’s forum members:
“Hailey Bieber will just never read high fashion to me,” immediately critiqued mimosifolia.
“Embarrassing for her when Daria Werbowy did a similar campaign with the same team, and with a way better result,” voiced a disapproving grimesisnotmymother.
“Why her?” asked forum member Squizree. “A thousand models have her face, and a thousand celebrities have her fame.”
“IMO, she’s no worse than Kendall, and the Hadids!” MyNameIs exclaimed.
However, not everyone was so displeased. “It kinda works for me!” reasoned BalkaniStaCouture.
“It’s working for me too,” vogue28 confesssed. “Never minded the sight of Hailey Bieber, to be completely honest. The photography from Tyrone Lebon might be a little pedestrian, but this is rather beautiful in its simplicity. I love the orange and pink combination.”
See more of Hailey Bieber from the Alaïa Summer/Fall 2026 campaign and click here to join the conversation.
