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The Real Reason Alaïa Is Everywhere: Jennie, Zendaya, and Tilda Swinton Are Already Obsessed
FASHION / 2025-06-05
- How Did Alaïa Become the Fashion Girl Favorite?
- The Under-the-Radar Brand That Became a Luxury Powerhouse
- Fishnet Flats, Heart Bags & Baguettes: Your IG Feed Is Full of Them
- Alaïa’s DNA: Sculptural Fashion With a Feminine Edge
- Red Carpet Royalty: Jennie, Zendaya & Tilda Swinton Wear Alaïa
- Final Word: Alaïa Isn’t Chasing Trends—It’s Redefining Them
The luxury fashion world moves fast—some brands are hot one season and forgotten the next. But Alaïa? It’s playing a totally different game. No hype machines, no flashy collabs, just pure design integrity. Once considered a quiet cult label, Alaïa has suddenly become the go-to for red carpets, street style, and your Instagram feed. So why is everyone suddenly wearing Alaïa? Let's break it down.
How Did Alaïa Become the Fashion Girl Favorite?
Let’s be honest—Alaïa used to feel like one of those brands made only for supermodels on runways. Chic but intimidating. That all changed in 2021, when Pieter Mulier took the reins.
A Belgian designer with a background in architecture (and a résumé that includes working alongside Raf Simons at Jil Sander, Dior, and Calvin Klein), Mulier brought a whole new energy to Alaïa. He kept the sculptural beauty, but infused it with modernity, wearability, and real-world femininity.
No more ‘80s glamazons in armor-like dresses. Mulier’s Alaïa is about strength and softness coexisting. It’s sexy—but in a “I’m dressing for me” kind of way.
The Under-the-Radar Brand That Became a Luxury Powerhouse
While other fashion houses are struggling in today’s slowing luxury market, Alaïa is on fire. Literally.
Parent company Richemont recently reported that Alaïa has been seeing double-digit growth for multiple seasons. On the global shopping platform Lyst, Alaïa jumped from No. 12 to No. 5 in the Q3 2024 rankings—beating out some legacy giants. That’s not just a trend. That’s a movement.
Fishnet Flats, Heart Bags & Baguettes: Your IG Feed Is Full of Them
Thought they were just pretty flats? Think again. Alaïa’s fishnet ballet flats, launched in 2022, started as a quiet favorite among niche fashion bloggers. Then Balletcore took over TikTok, and suddenly, they were everywhere.
These mesh shoes are now practically a rite of passage for fashion girls—sweet with skirts, effortlessly cool with denim. One pair, infinite vibes.
And it’s not just the shoes. The Le Coeur heart-shaped bag and Le Teckel baguette bag have become must-haves for the understated yet fashion-savvy crowd. Clean lines, sculptural details, and—bless—almost no risk of a bag twin.
Alaïa’s DNA: Sculptural Fashion With a Feminine Edge
Alaïa isn’t a new kid on the block. The house was founded in 1984 by Azzedine Alaïa, a Tunisian-born designer and trained sculptor. His obsession with the female form turned into iconic bodycon designs that helped launch the careers of Naomi Campbell and Grace Jones. Even Clueless gave him a shoutout—remember Cher’s red dress moment? Yep, Alaïa.
When Alaïa passed away in 2017, he was mourned as one of the last true couturiers. Mulier’s takeover didn’t erase his legacy—it reimagined it. The precision, the curves, the artistry—it’s all still there, but now with a minimalist, functional twist.
Red Carpet Royalty: Jennie, Zendaya & Tilda Swinton Wear Alaïa
Want to know who’s wearing Alaïa? Just look at the red carpet.
- Jennie wore a custom royal blue Alaïa dress to the 2023 Met Gala and instantly broke the internet.
- Tilda Swinton floated into the Venice Film Festival in a pure white Alaïa gown—ethereal, sculptural, unforgettable.
- Zendaya, never one to miss a fashion beat, rocked the label’s iconic hooded bodycon design on the red carpet—serving drama and edge in equal measure.
These women aren’t just wearing Alaïa—they’re making statements with it.
Final Word: Alaïa Isn’t Chasing Trends—It’s Redefining Them
In an era of viral brands and fashion burnout, Alaïa’s rise feels refreshingly authentic. No gimmicks. No influencers planted by PR. Just strong, thoughtful design that connects.
Pieter Mulier didn’t try to make Alaïa cool—he made it relevant. And that’s way harder.
So next time you spot someone in fishnet flats or holding a heart-shaped bag, don’t write it off as a trend. She’s not just “on trend”—she’s ahead of it.
Alaïa isn’t following fashion’s rules. It’s rewriting them.