Alo: Luxury Is Wellness

Aug 2025

The Luxury Is Wellness campaign for Alo highlights the brand's sportswear collection through a series of minimalist, earth-toned visuals. Featuring Kendall Jenner, the project leans into a clean, architectural aesthetic, contrasting structured brutalist concrete environments with the sprawling, rugged terrain of the desert. The photography moves between deliberate editorial poses and documentary-style movement, utilizing natural light to emphasise both the technical lines of the athletic apparel and the surrounding landscape. The execution captures a sense of stillness, moving from equestrian settings to expansive, open-air structures. The project employs a mix of clean composition, grainy film textures, and monochrome processing to ground the activewear within a natural, wellness-focused context.

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Natural light

Advertising Campaign