Sculpting Style: The Legacy of Azzedine Alaïa

Alaïa is the definition of quiet luxury. There are no logos or flashy branding, just flawless fit, refined silhouettes, and an enduring sense of elegance. Founded in 1964 by Tunisian couturier Azzedine Alaïa, the brand quickly became known for its architectural tailoring and devotion to craftsmanship.

Alaïa trained as a sculptor, and it shows. He didn’t simply design around the body; he molded garments to it. His signature body-conscious shapes, cinched waists, and iconic fit-and-flare dresses redefined femininity. His clothes were made to empower women, rather than appeal to the male gaze.

In the 1980s, Alaïa truly entered the public eye with his hyper form-fitting dresses and bodysuits. While the term "body-con" may carry negative connotations today, Alaïa’s innovative jersey designs represented the pinnacle of modernity and sensuality at the time. His success stemmed from his deep understanding of tailoring and fabric; notably, the jersey he developed was uniquely his own, showcasing his dressmaking brilliance.

Supermodels like Linda Evangelista, Christy Turlington, and Naomi Campbell, along with long-time muse Stephanie Seymour, became synonymous with his iconic body-hugging creations.

The label swiftly attracted a devoted following, celebrated for its innovative cuts and streamlined aesthetic—serving as a refreshing contrast to the excess often associated with the era.

He also resisted fashion’s traditional rules. Alaïa worked outside the industry calendar, rarely participated in runway shows, and relied almost entirely on word of mouth. This unconventional approach created a sense of intimacy and exclusivity, and helped cultivate a devoted following, most famously Naomi Campbell, who often referred to him as her "Papa."

Today, Alaïa continues to evolve under creative director Pieter Mulier, who joined the house in 2021. Mulier has brought a fresh energy while staying true to Alaïa’s legacy, introducing new silhouettes and collections that are both modern and rooted in the brand’s sculptural DNA.

At HULA, we’re proud to feature Alaïa pieces that feel as relevant now as ever. Seasonless, collectible, and beautifully made, they speak to a kind of elegance that doesn’t need to shout. Come explore Alaïa’s legacy in person—you just might find your forever piece.