ALO's Next Chapter in Luxury and the Making of a Modern Brand

In a period where the definition of luxury has felt increasingly debatable, the world's biggest brands have found themselves catering to evolving ideas of what consumers with buying power actually covet. Oscillating between inclusivity and exclusivity while pursuing third spaces where they might enter conversations around relevance, and perhaps even influence, the once-revered luxury sector has, at times, felt like a slightly dated representation of aspiration. Fashion has always redefined luxury through the brands willing to challenge its conventions. Just as Balenciaga redefined luxury through streetwear, ALO now appears to be redefining it through wellness. Who knew that when a yoga brand first opened its doors in 2007, it would one day find itself at the center of the cultural discourse around what luxury looks like, and means, today? See the full story including exclusive images at https://models.com/mdx/alos-next-chapter-in-luxury-and-the-making-of-a-modern-brand Photographer: Steven Meisel Creative Director: Raul Martinez Stylist: Carlyne Cerf de Dudzeele Makeup Artist: Pat McGrath Hair Stylist: Guido Palau Manicurist: Jin Soon Choi Set Design: Mary Howard DP: Jeremy Hall Production: PRODn at Art + Commerce