Generating hype around a cult buy often goes something like this: Brand produces item. Brand sends said item to celebrity to wear in an Instagram post. Brand re-shares that post on its own feed, as evidence of item’s desirability. Repeat ad infinitum.
Given that Alo Yoga’s understated leggings, sports bras and bike shorts – billed as “the most technologically advanced yoga clothing in the world” – have taken up valuable space on the grids of the Insta elite (we’re talking Kendall, Kaia, Rosie), you’d be forgiven for thinking the LA-based brand had successfully utilised this particular formula. But over on the @aloyoga feed, there are no supermodels to be seen.
Rosie Huntington-Whiteley kayaking at Amangiri in her Alo Yoga Wild Thing sports bra.
© Instagram / @rosiehw
Instead, Alo Yoga reserves its posts for professional yoga practitioners – albeit very aspirational ones. So instead of seeing the Moto leggings on Hailey Bieber as she pops to a Pilates class in LA, followers are treated to a New York yoga teacher executing a flawless backbend, her toddler visible in shot. Rather than Rosie Huntington-Whiteley kayaking across Arizona’s Lake Powell in Alo’s Wild Thing bra and shorts, there’s yoga teacher and self-love advocate @rootedinflowing performing pincha mayurasana in the Alosoft collection.
Kaia Gerber hits the gym in Alo’s Airlift shorts and Celine’s Ava bag.
© Raymond Hall
This emphasis on authenticity is in line with the conscious credentials that have also contributed to Alo Yoga’s cult status. According to the brand, the daily waste produced at its (solar-powered and dog-friendly) LA headquarters is equivalent only to that of a small household, thanks to an advanced recycling programme. Its non-profit, Alo Gives, aims to introduce millions of children to the benefits of yoga and mindfulness for free. And its commitment to diversity and inclusivity is writ large in founders Danny Harris and Marco Degeorge’s joint statement on the website, which emphasises that at Alo, “people are equally respected, regardless of gender, race, beliefs or sexual orientation”.
Hailey Bieber in the Alo Yoga Split Bra in March.
Bella Hadid and Gisele Bündchen have also fallen for the sculpting, “studio-to-street” Moto leggings, which have earned a spot alongside Dr Martens, Converse and leather jackets in the supermodel’s off-duty wardrobe. But it isn’t only runway stars who love this discreet workout gear devoid of flashy logos. Jennifer Lopez wears hers out walking in the Hamptons, Ariana Grande for bathroom selfies, and it’s Taylor Swift’s leisurewear of choice for an airport dash. The Airbrush style has even tempted Kylie Jenner out of her Skims (just don’t tell Kim).
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