- Bella Hadid fronts Alo's Pre-Fall 2026 campaign, shot in Los Angeles by Mert Alas and Marcus Piggott, styled by Mimi Cuttrell.
- The campaign reunites Hadid with Alo after she previously fronted the brand's Fall 2025 campaign.
- New Pre-Fall pieces include the Airbrush Better Together Bra, Airlift Rebel Bra, High-Waist Rebel Legging, and Alo Trail Sneaker.
- Alo EVP of marketing and creative Summer Nacewicz called Hadid "the ultimate Alo girl."
Bella Hadid is Alo’s newest campaign star, fronting the Los Angeles brand’s Pre-Fall 2026 collection in imagery released August 4. Photographed by Mert Alas and Marcus Piggott and styled by Mimi Cuttrell, the shoot was set around Los Angeles, the city both Hadid and Alo call home.
The video shows Hadid stretching on aerobic rings in Alo’s white Airlift Rebel bra and matching leggings, doing yoga in a black tank against the LA skyline, and running in a black-and-white sports bra paired with the brand’s Trail sneakers.
The Pre-Fall lineup also includes the Airbrush Better Together Bra, Full Stride Micro Short, High-Waist Rebel Legging, Softsculpt Precision Tank, and Transparent Glow Bra.
“Bella has been part of our community for years, and she represents the ultimate Alo girl who moves seamlessly between the worlds of fashion, wellness, and culture while remaining deeply connected to herself,” said Summer Nacewicz, Alo’s EVP of marketing and creative.
The campaign reunites Hadid with Alo following her turn in the brand’s Fall 2025 campaign. It also lands mid a packed 2026 for Hadid, who this year fronted Prada’s Days of Summer campaign and returned for a third straight season as the face of Miss Sixty, alongside her role as Revolve’s first brand ambassador and her own fragrance line, Orebella.
For Alo, Hadid joins a roster of longtime faces that includes Kendall Jenner, whose “Luxury Is Wellness” campaign relaunched last year, Hailey Bieber, and Gigi Hadid. The brand has also recently pushed into creator-led content, tapping comedian Jake Shane for a digital fitness series on its Alo Wellness Club app.
Takeaways
Alo keeps leaning on Los Angeles-rooted, wellness-minded talent to sell its “luxury is wellness” positioning, and bringing Hadid back for a second campaign shows the brand favors ongoing relationships over one-off shoots.
Hadid, meanwhile, is stacking a genuinely wide 2026 slate, moving between high-fashion houses like Prada and accessible lifestyle brands like Alo and Miss Sixty in the same year.
Does Hadid’s return to Alo hint at a longer-term ambassador role, similar to Kendall Jenner’s? Can Alo balance top models like Hadid with digital creators like Jake Shane without diluting its premium image? Could this campaign push Alo’s Pre-Fall pieces to sell out the way past Hadid-fronted drops have?
