First Bella Hadid. Now Kylie Jenner. ALO is assembling some of the most watched women in the world to sell something increasingly rare: the luxury of switching off.
First Bella. Now Kylie. ALO clearly has a type.
Earlier this month, Bella Hadid became the face of ALO’s latest campaign, returning to Los Angeles for a Mert & Marcus-shot celebration of presence, authenticity and feeling at home in your body.
Now, less than two weeks later, another of the world’s most recognisable women is entering the ALO universe.
Kylie Jenner.
But look beyond the celebrity casting and something more interesting is happening.
ALO isn’t simply collecting famous faces. The brand appears to be constructing a particular vision of the modern wellness woman — one who exists at the intersection of fashion, culture and extreme visibility, yet increasingly values the moments when nobody is looking.
And who better to communicate that contradiction than Bella Hadid and Kylie Jenner?
FIRST CAME BELLA
ALO’s campaign with Hadid centred around the idea of coming back to yourself.
Born and raised in Los Angeles, Bella was photographed in the city that also shaped ALO, with the campaign exploring the rituals she uses to feel grounded — movement, meditation, slowing down and creating space for herself.
“As I’ve gotten older, I’ve realised how important it is to create space for myself,” Hadid explained. “Whether that’s slowing down, moving my body, or just taking a moment to reconnect, those little rituals have become such a big part of how I take care of myself.”
It presented a noticeably quieter version of wellness.
Less perfection. Less performance. More presence.
Now Kylie is taking that idea somewhere even more personal.
THEN CAME KYLIE
There is something inherently fascinating about asking Kylie Jenner who she is when nobody is watching.
Few people understand constant visibility quite like she does.
Jenner has spent much of her life in front of cameras, eventually turning that exposure into an enormous beauty and fashion empire and becoming one of the defining figures of social-media-era celebrity.
Her ALO campaign deliberately turns the camera towards the moments supposedly happening beyond all of that.
Shot once again in Los Angeles by Mert & Marcus, the imagery explores what ALO describes as “wellness beyond the spotlight” — capturing Jenner in moments of stillness away from the expectations attached to her public image.
“Some of the most meaningful parts of my life happen when no one’s watching,” Jenner says. “Those moments of stillness are what help me feel grounded and present, and I’ve learned to protect them.”
For someone followed by hundreds of millions of people, the sentiment lands differently.
Privacy becomes a luxury.
ALO WANTS THE WOMAN BEHIND THE IMAGE
Put the two campaigns beside each other and ALO’s direction becomes clearer.
Bella’s story asks what it means to feel at home in your body.
Kylie’s asks what happens when the audience disappears.
Both centre women whose appearances have been scrutinised, copied, photographed and discussed on an extraordinary scale. Yet instead of leaning further into spectacle, ALO is positioning both through a softer language of self-possession.
The campaign isn’t asking them to become different women.
It’s interested in who they are when the noise disappears.
That represents an interesting evolution of the traditional celebrity wellness campaign.
For years, wellness advertising often sold aspiration through transformation: become stronger, become healthier, become more disciplined, become the “best version” of yourself.
ALO’s new universe feels less interested in becoming and more interested in simply being.
AND OF COURSE, KYLIE BROUGHT THE PINK
The quieter philosophy doesn’t mean fashion has disappeared.
Kylie’s campaign introduces ALO’s latest colour drop, Pink Marshmallow, with Jenner wearing the Alosoft Intuition Bra and High-Waist Intuition Capri in Pink Marshmallow Heather.
It’s almost suspiciously perfect casting.
Throughout the campaign she also wears pieces including the Sunset Sneaker, Prismatic Jacket and High-Waist Prismatic Short, Splendor Bra, Aspire Tank and ALO’s signature Airlift styles.
The palette may be soft, but the imagery remains polished.
Mert & Marcus bring the visual language of high fashion to performance wear, balancing intimate portraiture with the kind of elevated campaign imagery more traditionally associated with luxury houses.
And that might be another clue to what ALO is building.
THE WELLNESS BRAND WANTS A FASHION UNIVERSE
Activewear hasn’t really been just activewear for years.
The clothes leave Pilates.
They go to brunch. Airports. Coffee runs. School runs. Fashion Week. Everywhere.
ALO’s celebrity strategy appears to understand that evolution perfectly.
Bella Hadid isn’t simply a wellness figure; she’s one of fashion’s most influential contemporary models.
Kylie Jenner isn’t simply an entrepreneur; she’s a cultural force capable of turning an outfit into an internet conversation within minutes.
Putting them inside the same visual universe positions ALO somewhere beyond the traditional boundaries of a performance brand.
It’s selling clothes, certainly.
But it’s also selling a lifestyle built around the increasingly blurred relationship between fashion, wellness and celebrity.
And perhaps most cleverly, it is doing so through women who seemingly have everything except the thing the campaigns keep returning to:
A little space to themselves.
First Bella.
Now Kylie.
Who enters the ALO universe next?
