ALO built its reputation on the “studio-to-street” idea. Now, its latest campaign, fronted by Bella Hadid, leans right into it. Shot on home turf in Los Angeles, the Pre-Fall campaign trades polish for presence. Instead, it frames Hadid as someone doing the same grounding rituals as everyone else. Think moving, breathing, and simply taking a beat.
Ultimately, it’s ALO’s whole ethos in one frame. And it lands at exactly the right moment for anyone building an autumn activewear rotation.
The Concept: Wellness as a Daily Ritual, Not a Performance
As an LA native, Hadid is a natural fit for a brand that’s always sold ease over exertion. Rather than lean on a staged “wellness” aesthetic, the campaign centres on her actual routines. Think morning movement, meditation, and staying consistent even on the road. For instance, Hadid has spoken about needing to protect space for herself as she’s gotten older. She frames those small daily resets as the real foundation of how she takes care of her body. Overall, it’s a sentiment that tracks with ALO’s long-standing message: wellness starts with self-acceptance, not perfection.
Behind the Lens: Mert & Marcus and Mimi Cuttrell
Veteran fashion photography duo Mert & Marcus shot the campaign, with styling from Mimi Cuttrell. Together, the pairing shows in the results. Rather than the usual glossy campaign treatment, the images favour natural light, intimate framing, and understated styling. As a result, they capture Hadid in quieter, more still moments rather than overtly posed ones. What’s more, Summer Nacewicz, ALO’s EVP of Marketing & Creative, describes Hadid as someone who moves fluidly between fashion, wellness and culture while staying rooted in herself. Essentially, that’s the campaign’s visual thesis.
Shop the Campaign: What Bella Hadid Is Wearing
The campaign launches alongside ALO’s Pre-Fall Collection. Throughout the shoot, Hadid wears a run of the brand’s signature performance pieces — similar in spirit to the picks in our own activewear edit.
Airbrush Better Together Bra
A studio staple built for support without losing shape.
Full Stride Micro Short
Hadid’s go-to for movement that doesn’t ride up mid-session.
ALO Trail Sneaker
The off-duty shoe bridging studio and street.
Airlift Rebel Bra & High-Waist 7/8 Rebel Legging
The campaign’s most-repeated pairing — sculpting fit, buttery fabric.
Accolade Shorts
A relaxed cut for lower-impact, higher-comfort days.
SHOP THE FULL PRE-FALL COLLECTION →
Why This Campaign Matters Right Now
ALO has spent years turning activewear into a full lifestyle category. Pairing with Hadid — someone whose off-duty style already blurs the line between gym kit and streetwear — reinforces that positioning. Therefore, for LDNFASHION readers building a wardrobe that moves between studio, street, and everyday wear, this drop is worth a look. It’s a solid checkpoint for where performance-meets-fashion is heading into autumn — and it sits right alongside the rest of our activewear coverage.
FAQs
When did the ALO x Bella Hadid campaign launch?
The campaign launched on August 4, 2026, alongside ALO’s Pre-Fall Collection.
Who shot the ALO Bella Hadid campaign?
Fashion photographers Mert & Marcus shot it, with styling by Mimi Cuttrell.
Where can I shop the Bella Hadid ALO looks?
Simply head to alo.com, where the full collection is available now. That includes every piece Hadid wears in the campaign.
Image credit: ALO. All product links are affiliate links — LDNFASHION may earn a commission on qualifying purchases at no extra cost to you.
