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In the evolving world of luxury branding, wellness is no longer an accessory, it’s the centrepiece.
Alo, the Los Angeles-based premium fashion and lifestyle brand revealed their Fall 2025 campaign, “Luxury Is Wellness,” encapsulating the cultural pivot with the return of Kendall Jenner as its muse. Shot against the serene desert landscapes of Amangiri in Utah, the campaign extends beyond activewear to present a lifestyle vision where intentional living, nature, and mindful movement converge.
Jenner, a longtime partner and cultural touchstone for Alo, played an active role in shaping the creative direction. Her personal rituals and minimalist sensibilities inspired a visual narrative that balances grounded simplicity with aspirational design. The debut capsule, The Core Collection, comprises ten essential, elevated pieces curated by Jenner herself, designed to move seamlessly from studio to street. Among the highlights:
Additional chapters of the campaign will roll out through October, introducing new fabrications and colour-ways, each aligned with Alo’s mission of merging wellness with design-driven luxury.
Defining the Future of Luxury
In an exclusive interview with Summer Nacewicz, EVP of Creative and Marketing at Alo Yoga, the campaign signals a defining moment in the brand’s evolution:
“The core belief behind this campaign is that the future of luxury is wellness. We’re seeing culture shift toward a version of luxury that starts from the inside out—less about material things and more about meaningful experiences and intentional practices: things that bring mental clarity, physical vitality, and emotional balance. As Alo expands into premium categories like sneakers, skincare, and fashion, we’re creating offerings that embody this new vision—products that merge elevated design with the deeper benefits of a wellness-driven lifestyle.”
Image courtesy of Alo
The Power of Place
The choice of Amangiri as the campaign’s setting was equally intentional. Its sweeping desert landscape and grounding presence provided a natural canvas for Alo’s redefinition of luxury.
“When we landed on the idea for this beautiful, aspirational luxury wellness campaign, I remember someone in a brainstorm saying, ‘Kendall is luxury wellness at Amangiri.’ It clicked instantly,” Nacewicz recalls. “Amangiri is one of the most stunning and recognizable resorts in the world, and it’s deeply rooted in wellness. We knew we needed that kind of backdrop to tell this story. From there, everything fell into place—the serene desert landscape, the natural light, and Kendall’s presence all worked together to bring ‘Luxury Is Wellness’ to life in a way that feels effortless and unforgettable.”
Image courtesy of Alo
Why Kendall, Why Now
Jenner’s return to Alo represents more than celebrity endorsement, it’s an alignment of brand storytelling and cultural influence.
“When we first shot Kendall, we leaned into outerwear and tapped into her fashion credibility to tell that story,” says Nacewicz. “This time, we wanted the campaign to transcend product and become a beautiful brand storytelling moment. Kendall has this effortless way of embodying both luxury and wellness, which made her the perfect muse. We’re also at the crux of an exciting new phase for the brand, so bringing her back now felt like the perfect setup for what’s to come.”
Image courtesy of Alo
“ALO’s whole philosophy around wellness really reflects how I try to live; being intentional and taking care of myself from the inside out. Whether I’m traveling, on set, or just at home recharging, I always come back to the little rituals that keep me grounded. That’s what ALO is all about. I’ve been connected to the brand for years, so creating this campaign together, especially in such a beautiful and peaceful place, made it all the more special.” commented Kendall Jenner.
A Broader Vision of Luxury
With “Luxury Is Wellness,” Alo Yoga underscores its commitment to shaping the future of premium lifestyle branding. By combining aspirational imagery, elevated design, and a cultural figure who embodies both luxury and mindfulness, the campaign positions the brand at the intersection of wellness and high fashion.
As the brand expands into sneakers, skincare, and beyond, Alo is making a clear statement: in the next era of luxury, wellness is not just a category, it’s the foundation.
