The Activewear Brand Continues to Expand Into the Luxury Market
Alo Yoga has launched the third edition of its winter Alo Atelier collection, which includes 62 pieces designed for both active and après-ski activities. This collection signifies the brand’s further expansion into the luxury market and underscores its commitment to offering chic, performance-driven fashion and wellness options suitable for various settings.
The Alo Atelier range is tailored for versatility, allowing wearers to transition seamlessly from studio workouts to streetwear. The collection features a mix of functional and luxury items, including ski suits and thermal layers made from the brand’s Airlift fabric, as well as cashmere sets and silk pieces inspired by sleepwear.
The development of the collection took 18 months, from initial ideation to final execution. For the promotional campaign, Alo Yoga created an “immersive VIP mountain experience,” showcasing the luxury and wellness elements of the brand. Summer Nacewicz, executive vice president of creative and marketing at Alo Yoga, explained that the campaign aimed to “redefine après-ski through the lens of mindful living,” highlighting wellness as a fundamental aspect of modern luxury.
The collection, which is available online and in select flagship stores, has reportedly been the most successful to date, with many items selling out in the first week. Nacewicz attributed this success to high demand from both new and loyal customers, indicating that the brand’s consumer base appreciates luxury intertwined with wellness.
Looking ahead, Alo Yoga plans to continue this successful trajectory by introducing another Alo Atelier collection next year, reinforcing the brand’s position at the intersection of fashion, wellness, luxury, and performance.
