Bella Hadid is returning to familiar ground for ALO’s latest Pre-Fall 2026 campaign. Photographed by legendary fashion duo Mert & Marcus and styled by Mimi Cuttrell, the campaign unfolds in Los Angeles—a city that has shaped both Hadid’s personal journey and the activewear brand’s identity. Together, they explore wellness through movement, mindfulness, and the everyday routines that bring a sense of balance.
Rather than presenting wellness as something aspirational, the campaign focuses on the small rituals that have become part of Hadid’s daily life. From morning workouts and meditation to finding moments of calm while traveling, the imagery reflects a lifestyle built around consistency and self-care.
“As I’ve gotten older, I’ve realized how important it is to create space for myself,” Hadid shares. She explains that slowing down and reconnecting with herself has become an essential part of her routine, adding that ALO has naturally been part of those moments for years, making the partnership feel authentic rather than simply promotional.
According to Summer Nacewicz, ALO’s Executive Vice President of Marketing and Creative, Hadid has long been part of the brand’s community. Her connection to fashion, wellness, and culture made her the ideal face of a campaign that celebrates confidence while staying grounded in everyday life.
The project also marks a notable moment for Mert Alas and Marcus Piggott, whose creative partnership has helped define fashion photography for more than three decades. After spending recent years pursuing individual projects, the pair reunite behind the camera, bringing their signature mix of cinematic lighting, polished glamour, and striking portraiture to the campaign.
With Bella Hadid in front of the lens, the collaboration feels like a natural fit. One of the defining supermodels of her generation, Hadid brings an effortless confidence to every frame while continuing to expand her career beyond modeling through her beauty brand, Ôrəbella, and her advocacy work.
The collection itself reflects ALO’s signature balance of performance and style. Hadid wears pieces including the Airbrush Better Together Bra, Full Stride Micro Short, ALO Trail Sneaker, Airlift Rebel Bra, High-Waist 7/8 Rebel Legging, Accolade Shorts, Sheer Glow Bra, Softsculpt Precision Tank, and Softsculpt 2-inch Short.
Bringing together one of fashion’s biggest names with two of its most influential photographers, ALO delivers a campaign that feels polished, personal, and effortlessly modern—proving that wellness can be just as much about confidence and routine as it is about movement.
