For Spring 2026, Alaïa launched its first major dedicated denim campaign titled “Denim – A Study of the Body”, photographed by Sam Rock and starring Mona Tougaard.
With this campaign, Alaïa is branching into a new lane, denim. The collection features a line of jeans designed to sculpt and define women’s bodies. Same as the brand does with its dresses, which it has become widely famous for.
” A study of fit and form, Alaïa Denim is conceived to sublimate the body and reveal its lines, expressing a precise and enduring vision of femininity. Purity, simplicity, and savoir-faire converge towards the idea of the perfect fit.”
Denim is hardly a new fabric for Alaïa, which has been showing jeans for decades. But now, Alaïa Denim will stand on its own as the brand becomes a go-to for the wardrobe staple.
The styles were developed over the course of a year, and as a result, each piece is refined and exact. Included are six different fits: Bootcut, Wide-Leg, Fit-and-Flare, Barrel (Round), Skinny, and Straight. Each style comes in a different wash.
All the jeans are made in Japan with rope-dyed indigo and treated with texturizing techniques like hand-washing and sanding, shaving, and laser cutting. Colorways run the spectrum from a super-faded vintage wash to a “deep sea blue” that borders on navy.
To launch the line, Alaïa enlisted Dutch model Mona Tougaard, creating a campaign that showcases both the precise cuts of the pants and the natural, hand-crafted variations that can (and should!) happen to top-quality denim, even when it’s still “brand new”.
Alaïa Denim is available now on maison-alaia.com and across the brand’s retail locations. And you can also shop for Alaïa at NET-A-PORTER and at Bergdorf Goodman.
