
Mert & Marcus for ALO.
Following Bella Hadid’s turn in front of the camera, ALO is now handing the spotlight to Kylie Jenner – although, in this case, that’s what she is trying to escape from. Jenner has practically grown up in front of a lens, constantly watched, photographed and admired, so making a campaign centred on the moments when nobody is looking makes for a fairly unexpected next move. The entrepreneur, beauty mogul and permanently online cultural phenomenon becomes the latest face of ALO in a new campaign exploring the more intimate rituals that exist behind the scenes.
This is also a different type of energy from Jenner’s recent summer of highly visible brand moments. Between reviving the legendary King Kylie for a very pink Dunkin’ collaboration and appearing in the glossy world of her eponymous label KHY, privacy has not exactly been the dominant aesthetic. ALO, however, is interested in the opposite proposition: what happens when the cameras are theoretically off.
“Some of the most meaningful parts of my life happen when no one’s watching,” Jenner says. “Those moments of stillness are what help me feel grounded and present, and I’ve learned to protect them. That’s what I love about this campaign – it reminds us that taking care of yourself starts with making space for the things that are yours alone.”

Mert & Marcus for ALO.
Mert & Marcus for ALO.
Shot once again in Los Angeles by Mert & Marcus, the campaign presents Jenner in a more stripped-back setting. It’s not exactly an undercover operation either — this is still Kylie Jenner, after all — but the mood is intentionally more about finding a little breathing room away from the public eye.
The campaign also introduces ALO’s latest colour drop, Pink Marshmallow, because even the wellness wardrobe has decided it would like dessert. Jenner wears the new Alosoft Intuition Bra and High-Waist Intuition Capri in the soft pink heathered shade, alongside a rotation of the brand’s signature pieces including the Sunset Sneaker, Prismatic Jacket and High-Waist Prismatic Short, Splendor Bra, Aspire Tank, Alosoft Better Together Bra and High-Waist 7/8 Better Together Legging. Elsewhere, the Airlift Intrigue Bra and High-Waist Airlift Short bring ALO’s more performance-focused fabric into the mix, while the Sway Full Zip Hoodie offers the obvious solution for anyone whose personal wellness journey occasionally involves cancelling plans and laying down.
“Kylie has been part of the ALO community for years and we’ve always admired her distinctive sense of confidence and individuality,” says Summer Nacewicz, ALO’s EVP of Marketing & Creative. “What makes this campaign so meaningful is that it reveals a side of Kylie beyond the public image. Together, we wanted to celebrate the everyday moments where wellness begins — the ones that allow us to reconnect with ourselves.”

Mert & Marcus for ALO.

Mert & Marcus for ALO.
The wellness giant is no stranger to featuring the Kardashian-Jenner family members in its campaigns. Just last year, her older sister Kendall Jenner fronted the brand’s ‘Luxury Is Wellness’ campaign, while more recently ALO has continued building an increasingly high-fashion visual world around its studio-to-street identity.
Of course, even Kylie Jenner cannot disappear completely – she can, however, wear a very good matching set, find five quiet minutes and remind the rest of us that not every moment needs to become content.
The Kylie Jenner x ALO campaign launches today, alongside the Pink Marshmallow drop, with the featured styles available through ALO online and in stores. Find out more here.
photography. courtesy of Mert & Marcus for ALO
words. Gennaro Costanzo