ALO returns for Fall 2025 with a new campaign fronted by Kendall Jenner, continuing its vision of wellness-driven luxury. The Los Angeles-based lifestyle brand frames its latest release around the message “Luxury Is Wellness,” with Jenner taking an active role in the project’s creative direction.
Photographed at Amangiri in Utah, the imagery presents Jenner in moments that balance calm and strength. Scenes capture her riding horseback through wide stretches of nature, as well as practicing mindful movements, tying the concept of luxury to space, freedom, and ease. The setting and narrative aim to show luxury not as material excess but as a state of wellbeing, aligning with the brand’s philosophy.
Central to the campaign is ALO’s new Core Collection, a capsule of 10 wardrobe essentials curated by Jenner herself. The selection reflects her minimalist style and her focus on versatility, designed to transition easily between travel, set work, and time spent recharging at home. The brand describes the Core Collection as a refined edit that embodies the balance between performance and comfort.
Jenner views the collaboration as a continuation of her own lifestyle, which focuses on intentional living and self-care from within. She explains that whether traveling, working on set, or spending time at home, she returns to small rituals that keep her grounded, an approach that aligns with ALO’s philosophy. Having worked with the brand for years, she saw creating this campaign in such a serene setting as an especially meaningful experience.
The visuals and concept align with ALO’s ongoing positioning as more than an activewear label. By connecting the brand to rituals, personal care, and mindful living, the Fall 2025 campaign reinforces its identity within the broader wellness lifestyle space. Jenner’s involvement, from creative input to product curation, adds a personal dimension to the launch and ties the brand’s design direction closely to her vision.
The Fall 2025 “Luxury Is Wellness” campaign and the Core Collection are now available through ALO’s website. The release builds on the brand’s recent product momentum, offering a seasonally relevant range designed for both performance and relaxation.
Lovvvve alo