Through a 90s-flavored Instagram post, Maison Alaïa today announced its new denim line. In the campaign, shot by photographer Sam Rock, model Mona Tougaard appears portrayed from behind in five poses. Shirtless, against a completely white background, she is leaning against a low wall, leaning out into the unknown, except for a single shot in which she looks straight into the lens. But the real stars of the campaign are the jeans she wears, in a classic denim blue and high-waisted, emphasizing the model’s slim waist.
The caption of the post makes explicit the intent of the new line and its positioning: denim is conceived as a second skin, a material that, quoting the brand directly, “holds, shapes and follows every curve, embracing the body with pressure and sensuality.”
Made in Japan, the brand’s chosen denim stems from a precise and authentic approach to manufacturing, involving rope-dyeing indigo to achieve depth and durability. Each treatment-from hand-washing to over-dyeing, from abrasion to laser processing-reveals a balance between technical mastery and sculptural intention. The line includes six essential styles: bootcut, straight, skinny, palazzo, fit and flare, and round. Each silhouette is designed to fit every body type, defined by fine craftsmanship and designed to enhance the female form in all its expressions.
[📷 Instagram: maisonalaia]
