For the past decade, the seduction of comfort has revolutionized the parameters of the fashion industry. People decided they no longer wanted to always cater to the prestige of high-brow dressing; they no longer wanted to spend every day incessantly fixating on what they should wear. Thus, fitness wear became the cultural endemic that penetrated the rigidity of the fashion industry. 

Since the genesis of this phenomenon, ALO has broadened the economy of fitnesswear, forging pieces that are functional yet still exude the glamour of elevated casual dressing. 

This fall, the lifestyle brand debuts a new bag collection that epitomizes ALO’s mission to redefine fitness wear. The new collection features the Unwind Cinch, an artful addition to the company’s repertoire, available in both Mini and Medium sizes. The Leather Shoulder Voyage, a reimagination of ALO’s staple athletic mesh, reconceptualizes their signature Voyage Bag as a compact shoulder purse suitable for everyday wear. The ALO Bag Collection also introduces a new textile, Leather Mesh, for three different styles: the Mini Unwind Bag, the Shoulder Voyage, and the iconic Tranquility Tote.

For the first time, ALO is offering a set of small leather goods, marking the company’s first time producing accessories outside of their traditional handbags. Also included in the Bag Collection is a refined version of their gym bag, reinforcing their ethos to forge designs that extend beyond functionality.

For the campaign, ALO partnered with photography icon Steven Meisel, and together they showcase the charisma and chic athleticism of the women who shop at ALO. Featuring Amelia Gray, Candice Swanepoel, Daiane Sodrié, Ming Xi, and Natasha Poly, the campaign embodies the allure and ease of ALO’s aesthetic.

Since its inception, ALO has bridged the gap between the need for comfortable dressing and the desire to dress up. The new Bag Collection embodies this mission, allowing shoppers to weave glamour into everyday life without compromising comfort.

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