Bella Hadid Officially Partners with Alo and Celebrates a Relationship Built Over More Than a Decade

Photographed by Mert Alas & Marcus Piggott

Bella Hadid is entering a new chapter in her fashion career as she officially becomes the face of Alo’s new global campaign. Photographed by Mert Alas & Marcus Piggott and styled by Mimi Cuttrell, the model stars in the brand’s Pre-Fall 2026 collection, reinforcing a partnership that, according to her, began long before any contract was signed.

Known for making athleisure an extension of her personal style, Bella says the collaboration represents something genuine, built over years of wearing the brand’s pieces in her everyday life. The model celebrated the announcement with an emotional statement.

“Newest @alo baby girl! Blessed to be the face of a brand I’ve been lovin, livin, and styling my looks with for over ten years now… Feels like family to work with such a beautiful team that truly has made me feel like family for so many years now… and to shoot with my sweetest best friends @mertalas & @macpiggott always makes my days feel so so happy… Health is wealth baby! Love you all.”

The message perfectly captures the spirit of the campaign: a partnership rooted in authenticity, friendship, and well-being. For Bella, representing Alo is simply the continuation of a story that had already been part of her life long before the cameras arrived.

“Success Means Something Completely Different Today”

Throughout the campaign, Bella also reflected on how her definition of success has evolved over the years.

“Success means something completely different to me today than it did a few years ago. I used to think success meant constantly working, always saying yes, and always chasing the next opportunity. Now it’s much simpler. It’s being able to wake up and truly enjoy my life, take care of myself, spend time with the people I love, and be present for the moments that really matter.”

According to the model, this shift in perspective has allowed her to feel more connected to herself.

“The more I listen to myself and live in a way that feels true to who I am, the more grounded and confident I feel.”

Wellness as a Lifestyle

Bella explains that her daily routine has also changed. Rather than pursuing an increasingly hectic schedule, she has learned to value moments of rest, movement, and self-care.

“As I’ve gotten older, I’ve realized how important it is to create space for myself. Whether it’s slowing down, moving my body, or simply taking a moment to reconnect, these small rituals have become such an important part of how I take care of myself.”

She adds that this philosophy has always been closely connected to Alo.

“To me, that’s what wellness means, and it’s always been something I’ve associated with Alo. That’s why this partnership felt so authentic—it reflects a part of my life that has existed for many years.”

In the campaign, Bella showcases some of the key pieces from the Pre-Fall 2026 collection, including coordinated activewear sets, leggings, tops, micro shorts, and versatile designs created to transition seamlessly from workouts to everyday life while embracing the minimalist aesthetic that has become Alo’s signature.

More than introducing a new collection, the campaign solidifies a partnership that has grown organically over time. By bringing together one of the world’s most influential models and a brand that has long been part of her daily life, Alo places authenticity at the heart of its message. Bella Hadid perfectly sums up this new chapter with the phrase that has become the campaign’s motto: “Health is wealth.”