Alo’s Euro Girl summer is in full swing.
The fashion and wellness brand, best known for its athleisure, has continued to double down on the luxury sector. Alo has unveiled its new Summer Atelier collection, following the debut of its Winter Atelier line four years ago. Inspired by European summer travel and the idea of clothing for the idyllic getaway, Alo’s new collection complements the winter line for a capsule of vacation wardrobe dressing.
With a color palette featuring hues of Sun-Drenched Pink, Sandy Beige, Black and White, Alo said the Summer Atelier line was created for ease of wear, seasonal neutral colors and fabric selections for a summer escape. Shirting, slipdresses and matching sets are in silk; sweaters and knitwear come in cashmere silk; sport-chic cardigans and skirts are in cotton cashmere, and tailored separates come in stretch linen fabrics.
Courtesy of Alo
To expand its looks beyond daytime, the new Atelier collection introduces Summer Soirée dresses in evening silhouettes for destination dining and evenings on the coast. And to complete the look, Alo is debuting its new 100 percent leather mules and minimalist sandals, to be paired with its high-end Alo bags.
To accompany the collection, Alo brought together longtime brand models Candice Swanepoel and Behati Prinsloo to capture the spirit of a Mediterranean summer. Shot in Cannes, the two model the brand’s collection in “some of the summer’s most luxurious and culturally relevant destinations.” Alo said the campaign reflects relaxed sophistication where the worlds of elegance and travel converge.
“The Summer Atelier campaign was about capturing a feeling as much as a collection — cinematic and deeply aspirational,” said Summer Nacewicz, executive vice president of creative and marketing at Alo. “Candice and Behati embody that spirit perfectly: sun-soaked, effortless and rooted in the art of living well. To celebrate the launch, we’re bringing that world to life aboard the Alo Voyage in Saint-Tropez — an intimate Atelier retreat where luxury and wellness meet on the water.”
Alo’s new ballet flats and sandals.
In an exclusive interview, Abby Gordon, chief design and merchandising officer at Alo, told WWD that the collection delivers “luxury destination dressing through a wellness lens.” Summer Atelier was a natural next step after its successful winter collection, she said.
Moreover, she shared that the Atelier collection has become one of the “most anticipated seasonal launches,” which signaled to Alo that there was a “strong appetite” and demand from its consumers in warmer climates for “elevated pieces that are both wearable and versatile” and the brand’s expansion into new categories of bags and shoes.
Gordon noted that its luxury footwear expansion was always part of the conversation, as Alo wanted to create a head-to-toe wardrobe. “Ballet mules and slip-on sandals felt like the perfect complement to the collection, embodying the same balance of sophistication, versatility and effortless luxury that defines Atelier. Like the apparel, these silhouettes were designed to travel well, transition seamlessly and move with our customer wherever she goes.”
Courtesy of Alo
The consumer base for the collection is for the brand’s most engaged customers, alongside a particular enthusiasm from customers internationally who are “gravitat[ing] toward premium accessories and investment pieces” in handbags, footwear and luxury essentials. Summer Atelier also has a higher price point for its product assortment to position it at an elevated, craftsmanship-focused level.
The Summer Atelier collection launch follows Alo’s continued foray into luxury — with the launch of new sanctuary locations in Cannes and Saint-Tropez, a pier takeover of Hotel Martinez and a super yacht debut during the Cannes Film Festival before it made its way to the Monaco Grand Prix this past weekend.
“We see Alo occupying a unique space where wellness, travel and luxury coexist,” explained Gordon. “Our presence in destinations like Cannes, Saint-Tropez and Monaco is an extension of the world we are building around the brand — one that brings wellness to the most influential cultural moments and destinations through a distinctly modern lens of luxury. As we continue to grow globally, we’re focused on creating immersive experiences that allow consumers to engage with Alo beyond the product. Ultimately, our goal is to create a seamless lifestyle ecosystem with wellness woven into every touchpoint — from what you wear to where you go and how you experience the world.”
Courtesy of Alo
Looking ahead, Gordon said that she sees the Summer Atelier collection continuing to expand with “new categories, fabrications and expressions of luxury.” The launch of this collection, she said, reflects the growing consumer demand for investment pieces.
“At Alo, we believe the ultimate luxury is wellness — feeling balanced and connected to your body — and Summer Atelier reflects that beautifully. As luxury continues to evolve beyond products alone and toward meaningful experiences, this collection is designed to move seamlessly alongside the moments that define summer travel, from movement and exploration to rest and connection,” concluded Gordon.
The Summer Atelier collection launches on Wednesday and will be available on Alo’s website and in select flagship locations globally, including Beverly Hills The Grove, SoHo New York, Miami, Fashion Island, Rockefeller Center in New York, Brompton Road and Regent Street in London, Dosan Park in Seoul, Via del Babuino in Rome and more. And the collection will be available at resort destinations of Cannes, Saint-Tropez and Bodrum. The Summer Atelier apparel ranges from $128 to $398 and the footwear ranges from $325 to $375.
