Kylie Jenner fronts Alo's second celebrity campaign in two weeks

Alo has launched a new campaign fronted by Kylie Jenner on Thursday, nine days after the brand released its pre-fall campaign with Bella Hadid — the second major celebrity activation from the Los Angeles activewear label inside a fortnight.

Both were shot in Los Angeles by Mert Alas and Marcus Piggott, the pairing Alo has used for its highest-profile fashion imagery. According to the brand, Jenner’s campaign celebrates the everyday moments we keep for ourselves.

“Some of the most meaningful parts of my life happen when no one’s watching. 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,” said Jenner.

The campaign also introduces Pink Marshmallow, a colour drop landing on existing core styles. In the photos released by the brand, Jenner wears the Alosoft Intuition Bra and High-Waist Intuition Capri in Pink Marshmallow Heather. She also appears in 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, Sway Full Zip Hoodie, Airlift Intrigue Bra and High-Waist Airlift Short.

“Kylie has been part of the ALO community for years, and we’ve always admired her distinctive sense of confidence and individuality,” said Summer Nacewicz, Alo’s EVP of marketing and 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.”

Jenner’s own commercial interests span Khy, Kylie Cosmetics and Sprinter, and the release describes her as an entrepreneur rather than a model or ambassador.