Amid the quiet confines of a Parisian dance studio, ALAINPAUL's Fall-Winter 2024 debut campaign "The Rehearsal" sets a distinctive tone. Through Liberg's lens, dancers and models merge in fluid moments—stretching at the barre, pausing between steps, their forms softened in studio light. The collection's balletic essence emerges not in poses, but in the quiet spaces of preparation.
Inspired by the rigor of dance rehearsals, the Fall 2024 collection features technical and precision details: ribbed knitwear that mirrors warm-up attire, high-waisted trousers with modified cummerbunds inspired by folded practice wear, and double-layer cape dresses crafted from LVMH's Nona Source deadstock fabrics. Oversized black coats create dramatic silhouettes against studio mirrors, while diaphanous pink layers evoke the intimate moments between rehearsals.
This authenticity stems from founder Alain Paul's roots in contemporary ballet, experience that preceded his tenure at fashion houses Vetements and Louis Vuitton. Alongside partner Luis Philippe, formerly of Colette, Paul has transformed his artistic vision into a calculated venture. "At some point I felt that I needed to express myself," Paul told WWD at the Fall 2024 show. "We put a budget aside during our careers to save up. I started with Demna in a living room and it became a brand, so why couldn't it be us?"
Liberg's documentary-style photography captures genuine moments of rest and motion, bypassing traditional editorial poses for natural gestures that honor athletic discipline and artistic freedom. What emerges is not mere homage to dance, but a new artistic vernacular—where movement's discipline and design's grace speak as one.
