Wellness used to want something from us.

Wake up at 5am. Drink the green juice. Hit 10,000 steps. Meditate. Journal. Pilates. Supplements. Eight hours of sleep. Perfect skin. Perfect body. Perfect life.

Exhausted yet?

Bella Hadid and ALO are proposing something considerably more appealing: what if feeling good didn’t have to look like a performance?

The model and entrepreneur is the face of ALO’s latest campaign, photographed in Los Angeles by legendary fashion duo Mert & Marcus and styled by Mimi Cuttrell.

And rather than presenting wellness as another thing to achieve, the images centre on something much simpler — being present.

THE WELLNESS GIRL IS GROWING UP

Bella Hadid has spent much of her career existing within fashion’s fantasy machine.

Runways. Campaigns. Red carpets. Paparazzi photographs dissected outfit by outfit. The kind of visibility that turns simply leaving the house into an aesthetic event.

Which makes seeing her presented through the language of stillness particularly interesting.

Born and raised in Los Angeles, Hadid shares a natural connection with the city that shaped ALO. The campaign returns both to their roots, capturing Bella through intimate portraiture, natural light and understated styling.

There are no complicated wellness commandments attached.

Instead, the focus is on the small rituals that bring her back to herself: movement, meditation, slowing down and finding moments of consistency even while travelling.

“As I’ve gotten older, I’ve realised how important it is to create space for myself,” Hadid says. “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 sounds simple.

Perhaps that’s why it feels refreshing.

FROM WELLNESS AS PERFORMANCE TO WELLNESS AS FEELING

For years, the internet sold us a very particular vision of what “wellness” looked like.

It came beautifully packaged.

Matching activewear. Immaculate kitchens. Expensive smoothies. Colour-coded supplements. Elaborate morning routines filmed before most of us had opened both eyes.

Somewhere along the way, taking care of yourself started looking suspiciously like another full-time job.

ALO’s campaign with Hadid taps into a different mood.

“To me, that’s what wellness is all about,” she says of those everyday rituals. “That’s why this partnership felt so authentic — it reflects a part of my everyday life that’s been there for years.”

The distinction matters.

Wellness doesn’t necessarily have to be transformative. It doesn’t need a before and after. Sometimes the point isn’t becoming a better version of yourself.

Sometimes it’s simply returning to yourself.

BELLA, BACK IN LOS ANGELES

Los Angeles is more than scenery here.

Shot against the city that shaped both Hadid and ALO, Mert & Marcus balance cinematic polish with something softer and more intimate.

Strength exists alongside stillness. Fashion exists alongside function. And Bella is photographed less as an untouchable supermodel than as a woman comfortable occupying her own space.

Of course, it still looks fabulous.

This is Bella Hadid photographed by Mert & Marcus and styled by Mimi Cuttrell, after all.

But that tension between high fashion and ease is precisely why the partnership works.

“Bella has been part of our community for years, and she represents the ultimate ALO girl who moves seamlessly between the worlds of fashion, wellness, and culture while remaining deeply connected to herself through it all,” says Summer Nacewicz, ALO’s EVP of Marketing & Creative.

And perhaps that idea of connection is the real luxury being sold here.

Not perfection.

Not optimisation.

Not becoming somebody else.

Just feeling completely at home in the person you already are.

If this is where the wellness era is heading, we’re listening.

The post BELLA HADID IS ENTERING HER SOFT POWER ERA WITH ALO appeared first on Voir Fashion.

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Global multi brand retailer and iconic sporting powerhouse, JD, are spreading the love this Christmas with their new heart-felt campaign centred around the magnitude of family and connection, and this year, JD’s festive message is a simple one: in a world where families come in every shape, size and form, it’s the bonds we forge that really matter.

With their well-known, compelling, and industry-leading innovation, JD have flawlessly provided customers with unrivalled access to the finest brands for decades. Through combining internationally recognised names with own-brand labels across sports, fashion and outdoor all while keeping quality at the centre, you’ll be hard pressed to find someone who hasn’t heard of JD. However, now focussing their attention on celebrating giving and togetherness, JD’s Christmas campaign and advert, titled ‘Family’, heroes a contemporary expression of what family means in 2024, stripping back the decorations commonly associated with the festive period to reveal what’s really important.

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Whether it’s the family we’re born into or the friends we choose, the campaign highlights the moments of togetherness that matter most, also highlighting how different forms of family make the festive season special for communities around the country. It is these celebrations of differences that make these moments vibrant, the diversity of modern families and honouring family in its broadest sense is the true essence of Christmas spirit that JD is sharing with us.

The JD film, ‘JD: Family Portrait’, heroes five iconic British talents, each bringing their own authentic, real-life family connections to the forefront, providing a special insight into the private moments that matter most. Central Cee is joined by three lifelong friends who have been there for him since day one, while Maya Jama and her two younger brothers are battling it out for the front seat of their mum’s car. Paddy the Baddy’s Christmas is a little different, as he, his wife, and their twin daughters enjoy a family feast at his favourite Chinese restaurant in Liverpool. While Trent Alexander-Arnold shares the screen with his niece and brother, Beta Squad – a collective that features best mates Chunkz, Niko Omilana, AJ Shabeel, Sharky and KingKennyTV, show a completely different take on what family can mean, with jokes headlocks, laughs and kick-abouts, joined by Chunkz’ nephew.

But the real stars of the ‘Family’ campaign are the everyday moments that keep us going and push us forward. From the two best mates sharing homemade sandwiches and family playfights in a crowded kitchen, to the late-night shifts with colleagues-turned-friends at the 24-hour petrol station, and two pals cruising to a rave, the feelings of togetherness and connection are clear. Every smile, look and embrace are brought to life by a new bespoke edit of Jamie XX’s hit song “Wanna” – a powerful melody that enhances every emotion shared.

Chris Waters, UK & EU Marketing Director at JD, comments:

“Our JD ‘Family’ campaign honours not just the families we’re born into, but also those we choose along the way. At this time of year, the essence of family is woven into everyday life, and our campaign seeks to highlight the authentic connections and lived experiences of all forms of family. As the leading retailer in sports fashion and lifestyle, JD proudly showcases this year’s incredible talent alongside their families, celebrating the bonds that truly matter in moments that represent them.”

As well as the heartfelt message, JD are continuing to spread the joy with their festive retail competition encouraging people to share special moments with their own family. To get involved, in-store, customers who have the JDSTATUS app will be able to bring the campaign to life by visiting the ‘JD House’ photo booth to capture images with their own Family. Those who post their photo booth images on social tagging @Jdsports and #JDHOUSE will be in with the chance of winning an incredible £1000 JD gift card to spend on their favourite sports fashion essentials this Christmas.

UK LOCATIONS AND DATES OF THE JD HOUSE:

Westfield Stratford 16.11.24 – 17.11.24
Bluewater 23.11.24 – 24.11.24
Metrocentre 30.11.24 – 01.12.24

Glasgow Braehead 07.12.24 – 08.12.24

Dublin Dundrum 14.12.24 – 15.12.24

Manchester Arndale 21.12.24 – 22.12.24

The JD ‘Family’ Christmas campaign launched on the JD YouTube and across digital channels on Friday 15th November, and with exclusive product drops available online at jdsports.co.uk and in stores across the UK, JD have your Christmas spirit as well as your wish list covered.

Words By Isobel O’Connor

The post JD are stripping back the decorations to reveal what’s important this Christmas appeared first on Voir Fashion.