It is very common to become overwhelmed and over stimulated by the sheer amount of content that fashion releases on a daily schedule. Thanks to social media, there is a 24/7 coverage of fashion weeks and endless campaigns. I found myself in this zone recently. However there is one brand that took me out of the noise and brought everything into focus: Alaïa.
When it comes to creating an airtight brand identity and aesthetic, Alaia is second to none. Most brands have a cohesive run of campaigns, however they will often stray away from their vision, or have a period of restructuring. This is not the case for Alaia, who continue to walk the line of experimentation and consistency and the FW 24 show is no exception.
The minimal set design allows for the clothes to take centre stage. Don’t be fooled by their simplicity however as there is a lot more to these garments then meets the eye.
The supposed fur coats are actually made up from one single yarn of wool, the fringe dresses aren’t actually fringe, and the denim isn’t denim.
This harks back to what Alaia does best, focusing on fabric innovation. In a world where houses have upwards of 1000 guests in huge venues, the FW24 show was a breath of fresh air, a truly perfect show.
References
Alaïa just killed quiet luxury #fashion #alaia #paris. (n.d.). http://Www.youtube.com. Retrieved May 6, 2024, from https://www.youtube.com/shorts/maDdTnzUuzQ
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