Known for its beautiful and trend-forward athletic wear designs, the third installment of Alo’s winter Alo Atelier collection includes pieces designed to enhance your winter active and après-ski activities. The Advanced collection represents the brand’s continuation into the luxury space and its commitment to providing chic, performance-driven fashion and wellness options suitable for any occasion.
Like the rest of the collection, Alo Atelier is designed for consumers to wear both in the studio and on the street, with a total of 62 pieces. The items are made to be mixed and matched and come in black, ivory and sand colors, with prices ranging from $128 to $1,400. In addition to performance-focused options such as ski suits and form-fitting thermal layers made by the brand’s Airlift manufacture, the collection features cozy cashmere sets and sleep-inspired pieces.
The focus was on elevating the quality of fabrics used throughout the collection, and the brand’s first use of silk. Cashmere products are designed to be lightweight and comfortable, with the aim of providing “the ultimate luxury for frequent fliers and lounge enthusiasts alike.”
Abby Gordon, chief design and merchandising officer at Alo Yoga, explains that the Alo Atelier collection was inspired by the Alo design house’s reimagining of what it would be like to spend a winter holiday in Courchevel. I did.
“We took inspiration from the chic slopeside attire of decades past and intentionally focused on fabrics that brought that vision to life,” says Gordon. “From buttery silk sets for morning comfort, to performance-focused ski suits that embody movement, cashmere for après-ski for a relaxed afternoon, and finally silk dresses and wool for an elegant evening. From the coat to the coat, this coat Rection captures winter luxury 24 hours a day. At the heart of every piece is a seamless transition from the studio to the street, ensuring our community remains effortlessly stylish with beautifully crafted designs. This is our commitment.”
Specifically, the complete design and development process, from ideation and vision to execution, lasted 18 months.
For the collection’s campaign, Alo invited models to participate in an “immersive VIP mountain experience.” Summer Nacewicz, Alo Yoga’s executive vice president of creative and marketing, said this brought the brand’s vision to life and “established Alo as the ultimate destination for those seeking luxury.” health. ”
Additionally, as wellness has become an integral part of modern luxury, Alo said, “We want to redefine après-ski through the lens of mindful living.”
“We understand that health is about more than diet and exercise. It’s a daily choice and a lifestyle that encompasses both mind and body,” Nassewitz said. “Aro embodies this higher state of mind and deeper connection with ourselves and others. We strive to empower people to be their best selves and live the lives they want to live. Inspiring and empowering.”
To that end, Gorden told WWD that the Aro Atelier collection “represents a natural evolution” of the Aro brand, driven by modern luxury and a deep understanding of the community’s lifestyle needs.
“This collection was created to address a gap in the winterwear market, sitting at the intersection of fashion, health, luxury and performance, seamlessly transitioning between functional performance and high elegance,” said Gordon. says. “Today’s fashion landscape is driven by the demand for versatility, items that combine luxury and practicality to ease the wearer’s everyday life.”
With this collection, Alo appeals to consumers who prioritize quality, timelessness, and the ability to curate a capsule wardrobe that seamlessly moves into every aspect of life, from active activities to intimate dinners and glamorous soirees. She said it meets a need.
“By combining rich fabrics such as silk and cashmere with performance-driven design, Aro Atelier embodies the idea that luxury and functionality are not mutually exclusive,” said Gordon.
Nacewicz added that Alo Atelier continues to gain momentum each season, and that this year’s collection is its most successful to date, according to the company’s early data. Many items sold out in the first week, which she attributes to overwhelming demand from both new and repeat customers.
“We know Alo consumers are shopping other luxury brands and share our belief that wellness is the new luxury,” Nassewitz said. . “In response to their current situation, we are responding to the high demand for even more premium products from Alo. We are a design-driven brand that operates primarily on instinct, and this collection is no exception. We know what’s at the forefront of fashion and how to bring it to you in a way that’s uniquely Alo.
The entire collection is available now online and in select flagship stores. Following the success of Alo Atelier’s third installment, Alo plans to release another drop of Alo Atelier next year.
