Los Angeles-based premium “studio-to-streetwear” brand Alo has today launched its latest campaign for ‘pre-fall’, starring American model and entrepreneur Bella Hadid.
Shot in Los Angeles by acclaimed fashion photographers Mert & Marcus and styled by fashion stylist Mimi Cuttrell, the campaign blends intimate portraiture with cinematic storytelling “to bring Alo’s vision of wellness to life”.
Against the backdrop of the city that shaped both Alo and LA-born Hadid, each image captures a refined sense of ease through striking compositions, natural light, and understated styling – “offering an intimate look at Hadid in moments of strength and stillness”.
Hadid wears a number of signature Alo performance essentials in the campaign, including the ‘Airbrush Better Together Bra’, the ‘Full Stride Micro Short’, the ‘Trail Sneaker’, the ‘High-Waist 7/8 Rebel Legging’, and the ‘Softsculpt Precision Tank’.
Summer Nacewicz, EVP of Marketing & Creative at Alo, said: “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.
“Together, we’ve created a campaign that captures the spirit of Alo through Bella’s personal approach to wellness, set in the city that shaped us.”
Hadid added: “As I’ve got older, I’ve realised how important it is to create space for myself. 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.
“To me, that’s what wellness is all about, and it’s always been something I associate with Alo. That’s why this partnership felt so authentic – it reflects a part of my everyday life that’s been there for years.”
Alo’s parent company, Color Image Apparel, confirmed the sale of its wholesale T-shirt business Bella+Canvas in May, although a purchase price was not disclosed. That led analysts, M&A advisors, and investors to suggest that it could set up Alo Yoga for an IPO or sale.
Co-founders Danny Harris and Marco DeGeorge, who each own 50% of Color Image Apparel, started the business in 1992 as a screen-printing and wholesale T-shirt operation.
Alo Yoga was launched in 2007 in Los Angeles and has since grown into the more visible half of the parent company’s portfolio. Forbes reported in April 2025 that the parent company had revenue estimated at nearly $2 billion, with Alo’s sales having roughly doubled over the prior two years and grown tenfold since 2020.
Today, Alo operates more than 150 global stores, nine of which are located in the UK, with a product range spanning activewear, skincare, footwear and beauty.
In June, Alo announced that it was further expanding its UK footprint with the opening of a tenth “sanctuary” in Edinburgh, located at 16-17 Multrees Walk, in November 2026, marking its first physical presence in Scotland.