Bella Hadid has stepped in front of the camera for Alo's new pre-fall campaign — and this time, it's as much about mindset as it is about the clothes.

Shot by celebrated photographers Mert & Marcus and styled by Mimi Cuttrell, the campaign portrays wellness not as a luxury or a destination, but as something woven into the fabric of everyday life. For Hadid, that means movement, meditation, and the small rituals that offer a sense of stability — even on the road.

"As I've gotten older, I've realised how important it is to create space for myself."

More Than a Model

The campaign leans into Alo's wellness-first identity, with Hadid positioned as a genuine reflection of the brand's mind-body philosophy rather than simply its latest face. In her own words, wellness isn't a goal to be ticked off — it's an ongoing, personal practice rooted in choice.

"To me, that's what wellness is all about," she said, describing how slowing down and reconnecting can take many different forms depending on the day.

It's a notably candid tone for a celebrity campaign, and one that sits comfortably alongside the broader cultural conversation around self-care and sustainable wellbeing.

What She's Wearing

On the fashion side, Hadid modelled a range of performance and lifestyle pieces from the new collection. Among the highlights: the Sheer Glow Bra, paired with the Accolade Shorts — heather grey, high-waisted, and worn with the hems rolled up to reveal a white fleece lining — alongside the Airbrush Better Together Bra, Full Stride Micro Short, Airlift Rebel Bra, High-Waist 7/8 Rebel Legging, ALO Trail Sneaker, and several pieces from the Softsculpt range.

xA collage of four images showing a blonde woman in athletic wear: top left, she hangs from gymnastics rings in a white sports bra and leggings against a blue sky with a city skyline; top right, she sits cross-legged in a black and white Alo sports bra and shorts against a white wall; bottom left, she holds two dumbbells at shoulder height in a black sports bra and grey sweatpants; bottom right, a close-up of her face with a small flower between her lips, wearing a black and white Alo sports bra.
Bella Hadid stars in Alo's new pre-fall campaign, showcasing the brand's latest athletic and leisurewear collection across a series of fitness-inspired shots. The campaign marks another high-profile collaboration for the luxury activewear label, which has built a roster of celebrity and model ambassadors in recent years.

In one striking shot from the campaign, shared via her Instagram on 4th August, Hadid layered the Sheer Glow Bra beneath the Elemental Full-Zip Jacket — a puffer-silhouette hoodie with a broad hood and branded sleeve patches — holding the hem up to give a glimpse of the shorts beneath. In a second image, she raised white hand dumbbells to shoulder height, framing her face. A third shot, taken from behind, focused on the outfit's back details.

Her hair — textured blonde with loose bangs — fell naturally around her face, paired with a dewy, minimal makeup look and a glossy nude lip.