Maison Alaïa presents its new Winter Spring 23 campaign with Kaia Gerber.

Shot by Tyrone Lebon at Sterling Ruby Studio, in Los Angeles, Kaia becomes the incarnation of the Alaïa woman. Sexy and powerful, like an icon of Hollywood’s Golden Age. Kaia remains herself nonetheless: a pure beauty, modern and fascinating. These shots reveal the essentials of the WS23 collection. Le Babel, a new bag inspired by the iconic spiral dress, a new version of Le Papa, and the Cabaret shoes, with a sculptural heel, a celebration of the feminine body.

Kaia’s silhouette recalls another icon: her mother, Cindy Crawford. A close friend of Azzedine Alaïa and a legendary model. From mother to daughter, this timeless bond echoes Alaïa’s unique family spirit.

“Kaia fascinates me because she never stops evolving”, says Pieter Mulier. “She embodies beauty but also intelligence, movement, and empowerment. Everything that sublimates her unique strength. Everything that makes the Alaïa woman sexy and free.”