Gisele Bündchen Is the Queen of Cling in Alaïa’s New Campaign

CLING RING: According to Alaïa creative director Pieter Mulier, Gisele Bündchen incarnates the Alaïa woman like no one else: Hence, he cast the Brazilian model in the brand’s winter-spring 2024 campaign.

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Photographer Tyrone Lebon captured her at Riverset studios in Miami, working with a “very small crew” as “Bündchen doesn’t need any artifice. She appears more radiant than ever. Her fascinating presence is enough,” according to the house.

The images broke Monday on Alaïa’s social channels, Bündchen’s famously athletic figure exalted in clinging looks made of leather, latex and knitwear.

Gisele Bündchen in Alaïa’s winter-spring campaign, shot in Miami.<button class=
Gisele Bündchen in Alaïa’s winter-spring campaign, shot in Miami.

“Gisele has something very unique about her, an aura which she seems to emanate. An absolute elegance. A very strong beauty,” Mulier enthused. “She is so powerful and graceful at the same time.

“To me, she is the Alaïa woman,” the Belgian designer continued. “And her connection to the house is so intimate. It was easy to make her embody the sensual vision of this new collection. Wearing Alaïa is natural for her.”

WWD called the collection “a sexed-up version of stern, 1940s glamour expressed with seamed leather, filmy latex, lacquered knitwear and plenty of flesh.”

Although she retired from the catwalk in 2015, Bündchen has roared back into the fashion spotlight over the past year, also appearing in campaigns for Louis Vuitton, Jimmy Choo, Boss, Frame, IWC Schaffhausen and Brazilian brands Vivara and Arezzo, which make jewelry and shoes respectively.

Mulier — the longtime right hand of designer Raf Simons — assumed the creative helm of Alaïa three years ago and has been riffing on the late Tunisian couturier’s flair for a curve-enhancing and exotic brand of sexy.

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