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Hot on the heels of its ‘pre-fall’ campaign with Bella Hadid earlier this month, Los Angeles-based “studio-to-streetwear” brand Alo has launched a new campaign with American TV personality and entrepreneur Kylie Jenner, founder of Kylie Cosmetics.
Described as “a celebration of wellness beyond the spotlight”, the focus is on “the confidence found in quiet moments”, and the campaign introduces Alo’s latest colour drop, ‘Pink Marshmallow’.
Summer Nacewicz, Alo’s EVP of Marketing & Creative, said: “Kylie has been part of the Alo community for years, and we’ve always admired her distinctive sense of confidence and individuality.
“What makes this campaign so meaningful is that it reveals a side of Kylie beyond the public image. Together, we wanted to celebrate the everyday moments where wellness begins – the ones that allow us to reconnect with ourselves.”
Jenner added: “Some of the most meaningful parts of my life happen when no one’s watching. Those moments of stillness are what help me feel grounded and present, and I’ve learned to protect them. That’s what I love about this campaign – it reminds us that taking care of yourself starts with making space for the things that are yours alone.”
Shot in Los Angeles by acclaimed fashion photographers Mert & Marcus, Jenner is captured in the new ‘Alosoft Intuition Bra’ and the ‘High-Waist Intuition Capri’, as well as signature Alo essentials including the ‘Sunset Sneaker’, ‘Prismatic Jacket’, ‘High-Waist Prismatic Short’, ‘Aspire Tank’, ‘Alosoft High-Waist 7/8 Better Together Legging’ and ‘Sway Full Zip Hoodie’.
