Bella Hadid is leaning all the way into her wellness era. The supermodel has been unveiled as the newest face of Alo, starring in the activewear brand's Pre-Fall 2026 campaign that landed the first week of August.
Shot across natural and urban corners of Los Angeles, the city where Hadid grew up, the imagery follows her through a fitness-and-recovery routine in Alo staples like the Airlift Rebel bra, high-waist leggings and the label's trail sneaker. The campaign frames her as a fixture of LA's holistic, movement-first lifestyle rather than a traditional runway star.
"As I've gotten older, I've realized how important it is to create space for myself," Hadid said of the partnership, adding that small daily rituals have "become such a big part of how I take care of myself." An Alo executive praised how she "moves seamlessly between the worlds of fashion, wellness, and culture while remaining deeply connected to herself."
The deal continues a busy, LA-centered comeback year for the 28-year-old, who earlier in 2026 served as a campaign star for Revolve's Los Angeles push. Between her Orebella fragrance house and a steady run of major campaigns, Hadid has spent 2026 rebuilding her fashion footprint on her own terms, and the Alo tie-up cements activewear as her latest frontier.
Source: Complex
