Fashion was not Alain Paul’s first creative language—it was dance. Trained at the École Nationale de Danse de Marseille, he discovered at a very early age how costuming and clothing could transform storytelling. That curiosity soon expanded into styling and eventually, design. After a decade of working under visionary designers such as Demna at Vetements and Virgil Abloh at Louis Vuitton, founding ALAINPAUL felt like the natural step for him. It was the perfect way to merge both his passions.

“I see clothes almost as choreography,” Paul reflects. “The body is an instrument and I am fascinated by how choreographers [can transmit] a message without words. I try to recreate the same sensibility in my collections. It’s not only about how a garment looks, but how it feels in motion, and how it empowers posture, gesture and identity. [I aim] to choreograph clothes around the body.”

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His fall/winter 2025 collection is a study on the idea of the performer, “the contrast between on-stage and off-stage, formality and intimacy, movement, and stillness.” Draped silks capture how fabrics flow across and around the body. From the way he twists tailoring into unexpected shapes to the way ruffles and pleats fall on the garments, Paul ensures that every piece evokes a sense of motion and freedom. This ideology is consistent throughout his creative process—from the initial conception of the collection all the way to the final styling of the garments on the runway.

Although modern dance remains a huge influence on his process, Paul also draws from a range of other creative disciplines, such as architecture, film and music. And his multicultural upbringing in Hong Kong and France have also widened his lens, giving him unique cultural perspectives. Naturally, as he tells us, he was taught to “embrace hybridity, see beauty in contrasts, and use design as a way to connect different worlds”.

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Sustainability is also integrated into his designs through the use of high-quality natural materials. Paul prioritises local production in Europe, and works closely with artisans to minimise waste. For fall/winter 2025, the brand’s commitment to sustainability manifests in the design techniques used. There were pieces hand-knitted from deadstock stockings that were turned into yarn, and leather jackets that were cut from upcycled vintage leather. However, Paul insists that sustainability is about more than just process. “True sustainability lies in emotional durability—creating garments people will cherish and keep,” he says.

His commitment, coupled with his unique inspiration, makes it no surprise that he has been nominated for various awards. Winning the Special Prize at the ANDAM Fashion Awards and reaching the finals of this year’s LVMH Prize would be career highlights for many young designers, but for Paul, it feels like the starting point. “What makes me proudest,” he shares, “Is still the moment I see someone wearing ALAINPAUL on the street.”

Of course, the path is not without challenges. Balancing creative freedom with the realities of running a business remains a constant battle. His husband and co-founder of ALAINPAUL, Luís Philippe, leads the business side of the company, while Paul focuses on the creative direction. Looking into the future, Paul dreams of expanding ALAINPAUL globally without ever losing its soul. “Ultimately, my goal is to leave a lasting imprint,” he says, “A brand that inspires people to see fashion as a form of emotion and identity.”

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