Alaia is one of the last actively working couturiers around.  The new exposition at the impressive Groninger Museum Azzedine Alaïa in de 21e century  shows the most remarkable pieces Alaia has created over the last ten years.

Born in Tunisia, his glamorous twin sister aroused a love for couture in him.  When entering the local Ecole des Beaux-Arts, his sculpture studies gave him insights into the human form, which are expressed by sensual, confident, stylish and fitted designs.

He has worked for Christian Dior, Guy Laroche, Thierry Mugler and Prada and produced his first ready-to-wear collection in 1980. Alaïa was voted Best Designer of the Year and Best collection of the Year at the Oscars de la Mode by the French Ministry of Culture in 1984 in a memorable event where Grace Jones carried him in her arms on stage!

Azzedine Alaia’s creations are admired and worn with pride by fashionistas and celebrities: Grace Jones Tina Turner, Raquel Welch, Madonna, Janet Jackson, Brigitte Nielsen, Naomi Campbell (who is like a daughter to him and joined him to open the exposition in Groningen), Stephanie Seymour, Tatiana Sorokko, Shakira, Miley Cyrus, Isabelle Aubin, Carine Roitfeld and Carla Sozzani.

The real money for designers lie within perfumes and handbags, it’s all about image. Alaia rejects the marketing-driven focus of luxury brands.  The couturier is smart enough to not only care about having people talk about him. He only holds fashion shows when, in his opinion,  has something to show.

Azzedine Alaia at Groninger Museum; a perfect excuse for a trip up north to a beautiful and buzzing town and stunning exposition.