Kylie Jenner and Bella Hadid become the new faces of Alo and transform activewear into the symbol of intimate, personal and sophisticated well-being.
For a long time, activewear has tried to demonstrate its belonging to fashion. He refined the silhouettes, expanded the color palettes and transferred leggings, brassieres and oversized sweatshirts from the Pilates studio to the streets of big cities. Today that transformation can be said to be complete. Sportswear no longer needs to abandon its functional nature to gain desirability, because well-being itself has become one of the most recognizable contemporary expressions of luxury.
Alo seems to have understood this evolution better than many other brands. Born in Los Angeles in 2007 around the practice of yoga, the brand has progressively built a universe that includes clothing, footwear, skincare and exclusive experiences. Physical exercise remains in the background, but the true object of desire is now a lifestyle made up of rituals, time for oneself and garments capable of moving naturally between training and everyday life.
Now embodying this new identity are two women who have contributed decisively to defining the imagination of recent years: Bella Hadid and Kylie Jenner.
Bella Hadid and the charm of the off-duty model
Born and raised in Los Angeles, Bella Hadid naturally embodies that authentic and effortless spirit that has defined Alo since its origins. The model was chosen as the face of the pre-fall 2026 campaign, photographed in her city by Mert & Marcus and styled by Mimi Cuttrell.
«Over the years I have understood how important it is to carve out time for myself», says the model. «Whether it’s slowing down, moving my body, or simply taking a moment to reconnect with myself, these little rituals have become a key part of how I take care of myself. For me this is the true meaning of well-being, and it is something I have always associated with Alo. This is why this collaboration seemed so authentic to me: it reflects a part of my daily life that has been with me for years.”
The campaign portrays her precisely in this more authentic and centered dimension, reflecting Alo’s belief that true well-being does not arise from the search for perfection, but from self-acceptance.
Kylie Jenner rediscovers herself away from the spotlight
If Bella Hadid interprets Alo’s off-duty model attitude, Kylie Jenner explores its more intimate side. The new global campaign, once again photographed by Mert & Marcus in Los Angeles, makes official a relationship that has existed for some time.
Those who, like Kylie Jenner, have spent much of their lives in the spotlight have learned to protect their quiet spaces with particular attention. Training, spending time with family or simply slowing down the pace become daily rituals through which she rediscovers herself, away from the gaze and expectations of others.
“Some of the most meaningful moments in my life happen when no one is watching,” Jenner confides. «It is precisely these moments of quiet that help me feel centered and present, and I have learned to protect them. That’s what I love about this campaign: it reminds us that taking care of ourselves starts with giving ourselves time and space for what belongs only to us.”
