{"id":69435,"date":"2026-09-09T09:00:42","date_gmt":"2026-09-09T13:00:42","guid":{"rendered":"https:\/\/models.com\/mdx\/?p=69435"},"modified":"2026-09-09T10:35:07","modified_gmt":"2026-09-09T14:35:07","slug":"alos-next-chapter-in-luxury-and-the-making-of-a-modern-brand","status":"publish","type":"post","link":"https:\/\/models.com\/mdx\/alos-next-chapter-in-luxury-and-the-making-of-a-modern-brand\/","title":{"rendered":"ALO&#8217;s Next Chapter in Luxury and the Making of a Modern Brand"},"content":{"rendered":"<p><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/23li-2-RFQg\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<style>\n#content .row {max-width:100%}\n#content h1 { font-size: 4vw; display: inline-block; text-align: center; font-family: \"SuisseIntl-SemiBold\", sans-serif; }\n#introbox { border: 1px solid white; padding: 90px 30px !important; max-width: 850px; margin: auto !important; font-family: \"SuisseIntl-SemiBold\",sans-serif; font-size: 20px; text-align: center !important; }\n#content div.introcredits, #content div.introcredits p {\nfont-family: \"SuisseIntl-Book\", sans-serif;\nfont-size: .8em;\ntext-align: center;\n}\n.txtbox {\nfont-family: \"SuisseIntl-Book\",sans-serif;\nline-height: 2;\nfont-weight: 400;\nwidth: 36%;\nborder: 0;\nmargin: auto;\npadding: 5%;\n}\n\/* wpautop wraps everything after the first blank line in <\/p>\n<p>; match the box line-height so paragraphs don't tighten up *\/\n#content div.txtbox p { line-height: 2; font-family: \"SuisseIntl-Book\",sans-serif; font-weight: 400; }\n.introtxt, .introtxt p {text-align:justify;}\n.pullquote {\nfont-size:4vw;\nline-height: 1;\ntext-align:center;\nfont-style:italic;\nmax-width:900px;\nmargin:auto;\npadding:1em;\nfont-family: \"SuisseIntl-SemiBold\",sans-serif;\n}\n.credits:empty {display:none;}\n.credits {\nfont-size: .75rem;\npadding: 2rem 0;;\nfont-weight: normal;\ntext-align: center;\nclear: both;\ntext-transform: uppercase;\nmax-width: 800px;\nmargin: auto; }\n.disclosure { text-transform: none; color: #767676; }\nem {color: #999;}\n<\/style>\n<link rel=\"stylesheet\" href=\"https:\/\/i.mdel.net\/css\/sb\/index-sb@9e8baf1be17137f952c9eacc710f6bf0b29b9b08.css\" \/>\n<div class=\"txtdiv\"><\/div>\n<div id=\"introbox\">\n<div class=\"introtxt\">\n<h1 class=\"title\">ALO&#8217;s Next Chapter in Luxury and the Making of a Modern Brand<\/h1>\n<p>In a period where the definition of luxury has felt increasingly debatable, the world&#8217;s biggest brands have found themselves catering to evolving ideas of what consumers with buying power actually covet. Oscillating between inclusivity and exclusivity while pursuing third spaces where they might enter conversations around relevance, and perhaps even influence, the once-revered luxury sector has, at times, felt like a slightly dated representation of aspiration.<\/p>\n<p>Fashion has always redefined luxury through the brands willing to challenge its conventions. Just as Balenciaga redefined luxury through streetwear, <a href=\"https:\/\/www.aloyoga.com\/\" rel=\"noopener sponsored\" target=\"_blank\">ALO<\/a> now appears to be redefining it through wellness.<\/p>\n<p>Who knew that when a yoga brand first opened its doors in 2007, it would one day find itself at the center of the cultural discourse around what luxury looks like, and means, today?<\/p>\n<div class=\"introcredits\">\nPhotographer: <a href=\"\/\/models.com\/people\/Steven-Meisel\">Steven Meisel<\/a><br \/>\nCreative Director: <a href=\"\/\/models.com\/people\/raul-martinez\">Ra\u00fal Martinez<\/a><br \/>\nStylist: <a href=\"\/\/models.com\/people\/carlyne-cerf-dedudzeele\">Carlyne Cerf De Dudzeele<\/a><br \/>\nMakeup Artist: <a href=\"\/\/models.com\/people\/pat-mcgrath\">Pat McGrath<\/a><br \/>\nHair Stylist: <a href=\"\/\/models.com\/people\/guido-palau\">Guido Palau<\/a><br \/>\nManicurist: <a href=\"\/\/models.com\/people\/jin-soon-choi\">Jin Soon Choi<\/a><br \/>\nSet Design: <a href=\"\/\/models.com\/people\/mary-howard\">Mary Howard<\/a><br \/>\nDP: Jeremy Hall<br \/>\nProduction: PRODn at <a href=\"\/\/models.com\/agency\/Art-Commerce\">Art + Commerce<\/a><\/p>\n<p>&#8211;<\/p>\n<p>Text by <a href=\"\/\/models.com\/people\/Christopher-Michael\">Christopher Michael<\/a>\n<\/div>\n<\/div>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0030_030_v4.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full wp-image-69452\" srcset=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0030_030_v4.jpg 1200w, https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0030_030_v4-160x200.jpg 160w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<div class=\"credits\">\n<a href=\"\/\/models.com\/models\/natasha-poly\">Natasha Poly<\/a> | Photo by <a href=\"\/\/models.com\/people\/Steven-Meisel\">Steven Meisel<\/a>\n<\/div>\n<div class=\"txtbox\">\nDuring its first decade, ALO was largely respected within the yoga community, without making much noise in the world of fashion. That all began to change when the brand started appearing on cultural figures like Kendall Jenner, Hailey Bieber, Bella Hadid, and Taylor Swift. Seemingly overnight, ALO&#8217;s embroidered baseball caps became an unofficial uniform, offering consumers an accessible entry point into its ecosystem. Like Louis Vuitton&#8217;s Neverfull or Goyard&#8217;s Saint Louis tote before it, the object itself became less important than what it quietly communicated. Belonging.<\/p>\n<p>Malcolm Gladwell famously described the tipping point as &#8220;the moment of critical mass, the threshold, the boiling point.&#8221; Looking back, ALO feels as though it has crossed that threshold. It may not be the first lifestyle or athleisure brand to achieve cultural saturation, Nike has spent decades collaborating with fashion&#8217;s biggest names, but ALO feels like the first brand from that world to genuinely cross into fashion&#8217;s upper echelons without abandoning the category that made it successful in the first place.\n<\/p><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0010_030_v4.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full wp-image-69453\" srcset=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0010_030_v4.jpg 1200w, https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0010_030_v4-160x200.jpg 160w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<div class=\"credits\">\n<a href=\"\/\/models.com\/models\/candice-swanepoel\">Candice Swanepoel<\/a> | Photo by <a href=\"\/\/models.com\/people\/Steven-Meisel\">Steven Meisel<\/a>\n<\/div>\n<div class=\"txtbox\">\nIts ascent has had as much to do with image-making as it has with product. Long before algorithms and social media, products became desirable because photographers, editors, stylists, casting directors, and magazines deemed them worthy of being photographed. Working with <a href=\"https:\/\/models.com\/people\/Steven-Meisel\/client\/all\/alo-yoga\" rel=\"noopener\" target=\"_blank\">Steven Meisel<\/a> and <a href=\"https:\/\/models.com\/people\/Mert-Alas-and-Marcus-Piggott\/client\/all\/alo-yoga\" rel=\"noopener\" target=\"_blank\">Mert Alas &amp; Marcus Piggott<\/a>, casting some of the industry&#8217;s most celebrated models, and increasingly finding its products across the covers and pages of fashion&#8217;s most directional publications, ALO is doing more than simply expanding its offering; It has begun speaking fashion&#8217;s native language.\n<\/div>\n<div class=\"pullquote\">&#8220;Taking something sporty and reimagining it in a more sophisticated and elevated way feels inherently ALO.&#8221;<\/div>\n<div class=\"txtbox\">\nThis evolution is further illustrated by the brand&#8217;s latest expansion into Italian-crafted leather goods. As Abby Gordon, ALO&#8217;s Chief Design &amp; Merchandising Officer, explains, &#8220;Taking something sporty and reimagining it in a more sophisticated and elevated way feels inherently ALO. We were inspired by one of the most prominent fabrications in our line, mesh, and wanted to interpret it in leather to create something entirely new. It brings the energy and movement of performance into a fabrication that is refined and modern, creating a balance of sport and luxury that is distinctly ALO.&#8221;<\/p>\n<p>Rather than distancing itself from performance in pursuit of luxury, ALO appears to be suggesting that the two are no longer mutually exclusive.\n<\/p><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0050_032_v4.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full wp-image-69451\" srcset=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0050_032_v4.jpg 1200w, https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0050_032_v4-160x200.jpg 160w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<div class=\"credits\">\n<a href=\"\/\/models.com\/models\/ming-xi\">Ming Xi<\/a> | Photo by <a href=\"\/\/models.com\/people\/Steven-Meisel\">Steven Meisel<\/a>\n<\/div>\n<div class=\"pullquote\">&#8220;Steven brought an energy&#8230;both sexy and inherently sporty.&#8221;<\/div>\n<div class=\"txtbox\">\nAn ambition that clearly extends beyond product alone. As Summer Nacewicz, ALO&#8217;s Executive Vice President of Marketing &amp; Creative, explains, &#8220;Building on the iconic visual language of our first bag campaign, we wanted to evolve the story through new faces, unexpected propping, and a greater sense of movement. Steven brought an energy to the imagery that feels both sexy and inherently sporty, capturing the confidence, magnetism, and momentum that define the women who carry these bags.&#8221;<\/p>\n<p>Among the superstar lineup fronting the brand&#8217;s various campaigns is Brazilian model Daiane Sodr\u00e9, who has quietly become one of ALO&#8217;s defining faces, with an impressive selling power all her own. Despite the massive success of its predominantly digital-first marketing strategy, ALO&#8217;s continued commitment to industry print publications, coupled with its investment in the powerhouse creative teams and talent typically reserved for fashion&#8217;s most directional brands, communicates an understanding of image-making, and a dedication to quality that feels entirely fitting for its place within today&#8217;s evolving luxury conversation.\n<\/p><\/div>\n<div class=\"row\">\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/DAIANE-SODRE-PERFECT-MAG-FW24-BRYCE-ANDERSON-COVER.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/DAIANE-SODRE-CR-FASHION-BOOK-OCT-2024-VITALI-GELWICH-COVER-2.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"credits\">\n  Perfect Magazine F\/W 24, Photo by <a href=\"\/\/models.com\/people\/Bryce-Anderson\">Bryce Anderson<\/a> | CR Fashion Book October 2024, Photo by <a href=\"\/\/models.com\/people\/Vitali-Gelwich\">Vitali Gelwich<\/a>\n  <\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/V-MAGAZINE-V149-SUMMER-2024-ALVARO-BEAMUD-CORTES-COVER-1.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/V-MAGAZINE-V149-SUMMER-2024-ALVARO-BEAMUD-CORTES-COVER-2-KATE.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"credits\">\n  V Magazine V149 Summer 2024 | Photo by <a href=\"\/\/models.com\/people\/Alvaro-Beamud-Cortes\">Alvaro Beamud Cortes<\/a>\n  <\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/V-MAGAZINE-V149-SUMMER-2024-ALVARO-BEAMUD-CORTES-COVER-3-CANDICE.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/V-MAGAZINE-V149-SUMMER-2024-ALVARO-BEAMUD-CORTES-COVER-4-DAIANE.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"credits\">\n  V Magazine V149 Summer 2024 | Photo by <a href=\"\/\/models.com\/people\/Alvaro-Beamud-Cortes\">Alvaro Beamud Cortes<\/a>\n  <\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/KAROLINE-NIEK-PERFECT-MAG-FALL-2026-LIZ-COLLINS-0-COVER.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"small-12 medium-6 columns\">\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/LAMEKA-FOX-PERFECT-MAG-FALL-2026-LIZ-COLLINS-0-COVER.jpg\" alt=\"\" width=\"1200\" height=\"1500\" class=\"alignnone size-full\" \/>\n  <\/div>\n<div class=\"credits\">\n  Perfect Magazine Fall 2026 | Photo by <a href=\"\/\/models.com\/people\/Liz-Collins\">Liz Collins<\/a>\n  <\/div>\n<\/div>\n<div class=\"txtbox\">\nWith momentum showing no signs of slowing during its rapid global expansion, the brand appears to have a few more tricks up its proverbial sleeve, with even bigger announcements just around the corner. The Fall 2026 Accessories Collection will be available for pre-sale on September 9, 2026 and for purchase on September 16, 2026 at ALO Sanctuaries worldwide and on ALO.com.\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0040_033_v5.jpg\" alt=\"\" width=\"1200\" height=\"883\" class=\"alignnone size-full wp-image-69450\" srcset=\"https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0040_033_v5.jpg 1200w, https:\/\/i.mdel.net\/mdx\/i\/2026\/09\/FULL_JPG-ALO_061626_SME_26009_0040_033_v5-200x147.jpg 200w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<div class=\"credits\">\n<a href=\"\/\/models.com\/models\/amelia-gray\">Amelia Gray<\/a> | Photo by <a href=\"\/\/models.com\/people\/Steven-Meisel\">Steven Meisel<\/a>\n<\/div>\n<div class=\"credits disclosure\">\nThis post was created in paid partnership with ALO.\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>ALO&#8217;s Next Chapter in Luxury and the Making of a Modern Brand In a period where the definition of luxury has felt increasingly debatable, the world&#8217;s biggest brands have found themselves catering to evolving ideas of what consumers with buying power actually covet. Oscillating between inclusivity and exclusivity while pursuing third spaces where they might [&hellip;]<\/p>\n","protected":false},"author":71,"featured_media":69455,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3044,155,2130,2701,1538],"tags":[5775,393,1461,304,1087,570,127,5770,57],"_links":{"self":[{"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/posts\/69435"}],"collection":[{"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/users\/71"}],"replies":[{"embeddable":true,"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/comments?post=69435"}],"version-history":[{"count":22,"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/posts\/69435\/revisions"}],"predecessor-version":[{"id":69477,"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/posts\/69435\/revisions\/69477"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/media\/69455"}],"wp:attachment":[{"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/media?parent=69435"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/categories?post=69435"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/models.com\/mdx\/wp-json\/wp\/v2\/tags?post=69435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}