Activewear brands continue to expand into the luxury market
Alo Yoga has launched the third edition of its winter Alo Atelier collection, which includes 62 items designed for both active and après-ski activities. The collection marks the brand’s further expansion into the luxury market and highlights the company’s commitment to providing chic, performance-driven fashion and wellness options suitable for a variety of environments.
The Alo Atelier series is built for versatility, allowing you to seamlessly transition from studio workouts to streetwear. The collection features a mix of functional and luxurious pieces, including ski suits and thermal layers made with the brand’s Airlift fabric, as well as pajama-inspired cashmere sets and silk pieces.
The collection took 18 months to develop from initial idea to final execution. For its promotional campaign, Alo Yoga created an “immersive VIP mountain experience” that showcases the luxury and wellness elements of the brand. The campaign aims to “redefine après-ski through the lens of mindful living,” said Summer Nasewitz, Aloyoga’s executive vice president of creative and marketing, as a fundamental aspect of modern luxury. He explained that it emphasizes wellness.
The collection is available online and in select flagship stores, and is reportedly the most successful to date, with many items selling out in the first week. Nacewicz attributes this success to high demand from both new and loyal customers, showing that the brand’s consumer base appreciates luxury coupled with wellness. I am.
Looking ahead, Alo Yoga plans to continue this successful trajectory with the launch of the new Alo Atelier collection next year, strengthening the brand’s position at the intersection of fashion, wellness, luxury and performance.
