- Kylie Jenner is the new face of Alo's Pink Marshmallow campaign, marking her first official full campaign with the activewear brand after years of wearing it casually.
- The campaign launched on August 13, 2026, shot in Los Angeles by Mert Alas and Marcus Piggott.
- The new Pink Marshmallow colorway debuts on the Alosoft Intuition Bra and High-Waist Intuition Capri, styled with the Sunset Sneaker and other Alo staples.
- This is Alo's second major celebrity campaign in two weeks, following Bella Hadid's Pre-Fall 2026 activation.
Kylie Jenner is Alo’s newest campaign star, fronting the Los Angeles brand’s new Pink Marshmallow collection in imagery released August 13.
Shot by longtime Alo collaborators Mert Alas and Marcus Piggott, the campaign introduces a soft pink colorway on the Alosoft Intuition Bra and High-Waist Intuition Capri, styled alongside the brand’s Sunset Sneaker, Prismatic Jacket, Splendor Bra, and Sway Full Zip Hoodie.
Though Jenner has worn Alo for years, this marks her first official full campaign with the brand. She follows her sister Kendall Jenner, whose “Luxury Is Wellness” campaign for Alo relaunched last year.
Alo EVP of Marketing and Creative, Summer Nacewicz, said Jenner has been part of the brand’s community for years, adding that the campaign reveals a side of her beyond the public image.
The launch caps a fast two weeks for Alo, which introduced Bella Hadid as the face of its Los Angeles Pre-Fall 2026 campaign on August 4, and comes weeks after the brand tapped comedian Jake Shane for a digital wellness training series on its Alo Wellness Club app.
Jenner’s own year has been just as packed. In July, she teamed up with Dunkin’ to launch The King Kylie Collection, three pink drinks reviving her 2016 “King Kylie” persona, and reunited her label Khy with Frankies Bikinis for a second swimwear capsule, Fever Dream. Kylie Cosmetics, meanwhile, rolled out its Mood Stones fragrance collection in late July.
For Alo, Jenner joins a roster of faces that includes Kendall Jenner, Hailey Bieber, and Gigi Hadid, along with pop-culture names like BTS‘s Jin and BLACKPINK‘s Jisoo.
The brand has increasingly paired A-list campaigns with creator-led content, betting that both models and digital personalities can sell its “wellness as luxury” message.
Takeaways
Alo just made official what fans already knew: Kylie’s been an Alo girl for years. Locking her in as a campaign face, right after Bella Hadid, shows the brand is stacking star power fast heading into fall.
It also signals Alo is leaning harder into the Kardashian-Jenner orbit, having already built out Kendall’s ambassador role. For Jenner, this lands amid one of her busiest endorsement stretches yet (Dunkin’, Frankies Bikinis, and now Alo), all within a matter of weeks.
Does locking in Kylie push Alo’s “wellness as luxury” positioning further into mainstream celebrity culture? Does this open the door for Kylie to become a recurring Alo face, similar to Kendall’s ongoing role?
