Fresh from its debut in the footwear universe, ALO, the Los Angeles-born lifestyle brand, returns with a new statement that transcends fashion to enter the realm of philosophy of life. In partnership with Kendall Jenner, the brand has unveiled its Fall 2025 campaign, a visual ode to the concept that true luxury is wellbeing.
Shot in Amangiri, Utah—one of the most iconic settings of minimalist architecture in the middle of the desert—the campaign captures Jenner riding through endless landscapes, engaged in mindful gestures and wrapped in a narrative that understands luxury not as excess, but as freedom, space and ease. A reinterpretation of wellness as an aspirational state, elevated to the level of an aesthetic experience.
Beyond being the face of the brand, Jenner has established herself as an essential part of the project’s creative direction, contributing her refined vision and personal commitment to self-care. The Core Capsule collection, personally selected by the model, brings together ten essential pieces that encapsulate ALO’s identity.
‘For me, wellness is an intimate ritual that permeates everything I do: travelling, working or simply being at home. ALO’s philosophy is exactly that: a constant reminder to take care of yourself from the inside out. That’s why collaborating on this campaign, and doing so in a place as powerful as Amangiri, felt inevitable,’ says Jenner.
Following this initial rollout, ALO is moving forward with the second phase of the campaign, which introduces the new shade “Green Olive”, an earthy hue that amplifies the narrative of connection with nature and organic balance.
The complete proposal is now available on the brand’s website.
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