Alaïa Lands in London

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The iconic and ever-timeless designs of the late Tunisian couturier Azzedine Alaïa that once stood statuesque amongst the Caravaggio paintings and Bernini sculptures of Rome’s Villa Borghese have found a new home in a London boutique that blurs the line between art and design. The three-story, approximately 6,000-square-foot space is the fashion house’s first flagship store outside of Paris. This significant milestone commemorates Pieter Mulier’s role as Alaïa’s new creative director and marks a new era for the label.

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Upon walking into the fashion house’s 139 New Bond Street location, customers are transported into the world of Alaïa. The space holds the Maison’s latest creations, both limited-edition and ready-to-wear, along with artworks and design pieces. Portraits by contemporary German photographer Thomas Ruff frame a single light-salmon latex trench coat from Alaïa’s Winter/Spring 2024 collection that hovers from a rack above white mules. A black, high-neck striped dress hangs just barely to the right of Sterling Ruby’s Mapping, 2006. The work’s red nail polish splattered against green plexi provides a seamless backdrop for Alaïa’s newly released bright red pumps.

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Throughout the flagship, walls are adorned with various artworks, curated by Mulier himself, by acclaimed contemporary artists such as Ruby, Steven Shearer, Ruff, and Sarah Lucas. Marc Newson’s Pelota lamps and a Kris Ruhs aluminum wall light illuminate the store. Chairs by Gerrit Rietveld, Gio Ponti, and Franco Albini, stools by Philippe Starck, and tables by Shiro Kuramata grace the space. A giant wood counter displays the latest must-have accessories, and a burnished metal and glass central staircase spirals up through all three floors, a nod to the brand’s signature sculptural approach.

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Ever since Alaïa debuted his first ready-to-wear collection in 1981, his name has been synonymous with the mastery of body-shaping silhouettes, earning him the popular nickname “King of Cling.” The house’s form-flattering dresses and classic cuts have captivated icons across different industries, from Naomi Campbell to Madonna.

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At the heart of the city’s Mayfair luxury shopping district and across the road from Sotheby’s, Alaïa’s new boutique—previously the headquarters of jeweler SJ Phillips—elevates the conventional shopping experience with an elegant ambiance that frames the striking clothes. With a kitchen scheduled to open its doors on the boutique’s final floor at the end of the month, Alaïa’s New Bond Street storefront is not only a fashion house but also an art gallery, one that invites you to stay a while and revel in its interior.