Some campaigns feel like business decisions, and others feel like they were always going to happen. Alo’s Pre-Fall 2026 campaign with Bella Hadid is very much the second kind. The partnership, according to Hadid herself, began long before any contract was signed; she has been wearing the brand in her daily life for over ten years. That kind of history is hard to manufacture, and Alo did not try to. They just pointed a camera at it.
Shot in Los Angeles by Mert & Marcus and styled by Mimi Cuttrell, the campaign pairs intimate portraiture with cinematic staging, using natural light and pared-back styling to keep the focus on Hadid. No elaborate sets, no high-fashion artifice. Just a woman in her city, moving through it the way she actually does.
What Bella Said
The quote Hadid gave for the campaign is worth reading slowly, because it does not sound like a press release. “As I’ve gotten older, I’ve realised how important it is to create space for myself. Whether that’s slowing down, moving my body, or just taking a moment to reconnect, those little rituals have become such a big part of how I take care of myself. To me, that’s what wellness is all about, and it’s always been something I associate with Alo.” Coming from someone who has spoken publicly about her health struggles and her journey back to herself, it lands differently than the usual campaign copy.
The Collection, The Moment
Throughout the campaign, Hadid wears key pieces from the Pre-Fall collection, the Airlift Rebel Bra, High-Waist 7/8 Rebel Legging in ivory, Softsculpt Precision Tank, and the ALO Trail Sneaker, all of it built around the brand’s signature studio-to-street philosophy, where the line between a workout and a Tuesday afternoon barely exists.
The campaign also arrives at a particularly busy moment for Hadid; earlier this year Prada named her its first global beauty ambassador, and her fragrance brand Orebella launched in the Middle East. She is building something of her own, steadily and on her own terms, and this campaign fits neatly into that story.
Alo picked well. But then, so did she.
