ALO brings Bella Hadid together with Mert & Marcus for its latest campaign, with Mimi Cuttrell leading the styling. Photographed in Los Angeles, the Pre-Fall project explores wellness through personal rituals, confidence and a strong connection to the body. The city links Hadid’s own history with the roots of the fashion and lifestyle brand.
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Hadid grew up in Los Angeles and has worn ALO for years. Her connection with the brand supports a campaign focused on the habits that help her feel grounded. She begins mornings with physical activity, makes time for meditation and maintains familiar routines while traveling.
“As I’ve gotten older, I’ve realized how important it is to create space for myself,” Hadid says. She describes slowing down, physical activity and brief moments of reconnection as essential parts of self-care. She also explains that she has linked those rituals with ALO for years, which made the partnership feel authentic to her everyday life.
Summer Nacewicz, ALO’s executive vice president of marketing and creative, describes Hadid as a long-standing member of the brand’s community. She says Hadid represents the ALO woman through her connection to fashion, wellness and culture, while maintaining a strong relationship with herself. Nacewicz adds that the campaign reflects Hadid’s personal approach to wellness in the city that shaped both her and the brand.
The campaign carries particular importance through the involvement of Mert & Marcus, whose collaboration has shaped fashion photography for three decades. Following a few years of pursuing independent projects, this campaign marks a definitive return to their shared camera. Mert Alas and Marcus Piggott bring an established visual language defined by hyperreal color, controlled light and polished imagery. Their extensive work with leading fashion houses gives the ALO project the authority of a major editorial event.
Their involvement takes the campaign far beyond a conventional activewear release. ALO brings two photography icons into a project focused on strength, stillness and personal identity. Mert & Marcus give the collection a cinematic quality and connect it with a creative partnership that has shaped fashion imagery for decades.
The duo could hardly have found a stronger subject than Bella Hadid. She commands each frame through posture, expression and direct presence, while her familiarity with high-level fashion photography gives the portraits confidence.
Hadid also enters the campaign at a new point in her career. She remains one of the defining supermodels of her generation, while her work now reaches beyond modeling. As the founder of beauty brand Ôrəbella, Hadid has expanded her work into entrepreneurship while using her public platform to advocate for human rights.
ALO unites a global model and business founder with two photography icons whose work shaped modern fashion advertising. The campaign becomes a meeting between influential careers at a moment when Hadid and the photography duo bring fresh context to their work.
Hadid wears the Airbrush Better Together Bra, Full Stride Micro Short, ALO Trail Sneaker, Airlift Rebel Bra, High-Waist 7/8 Rebel Legging, Accolade Shorts, Sheer Glow Bra, Softsculpt Precision Tank and Softsculpt 2-inch Short. Mert & Marcus bring their established visual language to the campaign, while Hadid confirms her strength as one of fashion photography’s most compelling subjects. We look forward to seeing what this creative partnership produces next.
she is just the most stunning woman! love that they brought back mert and marcus