Exclusive: Bella Hadid Is the New Face of Alo
2 min readIf you’ve ever searched “model-off-duty style,” chances are Bella Hadid showed up somewhere in the results. Now she’s bringing that signature aesthetic to Alo’s latest campaign.
ELLE can exclusively reveal the model as the face of Alo’s new pre-fall campaign, marking a natural next step for someone who has long counted the brand among her everyday staples. Photographed in Los Angeles by Mert & Marcus and styled by Mimi Cuttrell, the campaign imagery swaps the high-fashion glamour Hadid is known for in favor of something quieter, capturing the laid-back spirit of the city that both Hadid and Alo call home.
Launching with the campaign is a lineup of Alo staples, including the Airbrush Better Together Bra, Full Stride Micro Short, Airlift Rebel Bra, High-Waist Rebel Legging, Trail Sneaker, Softsculpt Precision Tank, Sheer Glow Bra, and more. Together, the collection continues the brand’s signature blend of studio-ready performance pieces and everyday essentials.
For Hadid, the campaign reflects a broader shift in how she defines wellness and success.
“Success means something completely different to me now than it did a few years ago,” she tells ELLE exclusively. “I used to think it was about always working, always saying yes, always chasing the next thing. Now it feels a lot more simple. It’s having the space to wake up and actually enjoy my life, take care of myself, spend time with the people I love, and feel present in the moments that matter. The more I listen to myself and live in a way that feels honest, the more grounded and confident I become.”
That perspective made the partnership with Alo feel like a natural fit. Speaking about the campaign in a statement, Hadid added, “As I’ve gotten older, I’ve realized how important it is to create space for myself. Whether that’s slowing down, moving my body, or just taking a moment to reconnect, those little rituals have become such a big part of how I take care of myself. To me, that’s what wellness is all about, and it’s always been something I associate with Alo. That’s why this partnership felt so authentic—it reflects a part of my everyday life that’s been there for years.”
While Alo has increasingly looked to fashion’s biggest names—from Amelia Gray and Lila Moss to Lara Stone and Alton Mason—to front recent campaigns, landing Hadid feels like a natural next step. Few models have influenced the modern off-duty uniform quite like she has, making her an easy fit for a brand whose matching sets have become just as recognizable on coffee runs and in airport terminals as they are inside the gym.
The campaign also arrives just weeks after Alo expanded into eyewear with its first-ever sunglasses collection, signaling the brand’s continued push beyond activewear and into a broader lifestyle wardrobe.
Shop Alo’s Pre-Fall Collection
Alo Airlift Rebel Bra
Alo Airlift High-Waist 7/8 Rebel Legging
Alo Trail
