No Bags No Jewelry Just Hailey Bieber Alaïa’s Archetypes Campaign is Reduction at Its Sharpest

A gallery as a fashion set The “Archetypes” images were captured at Grace(s) Mews in London, the first time Lebon’s own gallery has been used as the setting for a fashion campaign.

The space’s white walls, clean lines, glass furnishings and near monochrome palette act as a neutral frame, pushing every curve, fold and cut of the clothes into sharp relief.

Reviews describe the atmosphere as studio like and intimate, with soft light and minimal furniture stripping away distractions so that proportion, posture and texture become the main narrative.

This choice of location deepens the artistic dialogue between Lebon and Alaïa, positioning the images somewhere between campaign and photographic exhibition…