Exclusive: Alo Yoga introduces the Alo Atelier luxury collection

After debuting a luxurious aprés-ski collection during New York Fashion Week in September 2022, activewear brand Alo Yoga has now unveiled an extended range of high-end occasionwear known as “Alo Atelier.”

This collection, comprising 30 pieces crafted from cashmere, silk, and Alo Yoga’s signature Airlift material, made its debut on October 19, perfectly timed for the holiday season. The offerings include gowns, vegan faux fur outerwear, and loungewear, with prices ranging from $248 to $1,900. According to the brand, the collection draws inspiration from Parisian “couture.” The line is available at three of Alo’s 43 retail locations, specifically in Beverly Hills, Soho, and Aspen, as well as on aloyoga.com. In 2022, the 16-year-old brand reported over $1 billion in sales, but they have chosen not to disclose their projections for 2023.

Summer Nacewicz, Alo’s Executive Vice President of Creative and Brand Marketing, stated, “The design team was inspired by their trip to Paris, and with the holidays coming up, they created a collection that was more decadent than what you typically see from us.” The brand’s core line, which includes sweatsuits, sports bras, and leggings, typically ranges from $50 to $200. Nacewicz further explained that their design team operates at a pace akin to a fashion house, and with the absence of cost constraints, they aimed to push the brand to create the highest quality products.

While Nacewicz did not disclose specific sales figures for the collection, she mentioned that most of the “Aspen” collection from 2022 sold out within three weeks. She emphasized that the brand’s customers in Aspen, Beverly Hills, and Soho have substantial basket sizes and are not particularly price-sensitive.

Alo Yoga has been actively working to evolve into a complete lifestyle brand in recent years. In May, they introduced a footwear line, and in March, they expanded their men’s activewear offerings. In 2020, they also ventured into supplements and skincare products. Alo Atelier is the next step in broadening the brand’s image and presenting a more comprehensive Alo. This line will become an annual fixture, with one collection released each year ahead of the holiday season.

Much like Lululemon, Alo has positioned itself as an aspirational athleisure-focused brand and has cultivated a community of wellness enthusiasts at its Beverly Hills headquarters.

Nacewicz commented, “The Alo logo has become such a symbol of this health and wellness lifestyle. Our [Alo House] headquarters is now the place to be in L.A., and the gym is iconic. We have music studios, cryotherapy, and a cold plunge.”

To mark the launch of Alo Atelier, the brand hosted an evening event with a Parisian-inspired theme. The venue was designed by I.M. Pei, the architect of the Louvre pyramid, which added to the event’s ambiance. In addition to the event, the brand is promoting the collection through an out-of-home (OOH) campaign and social media.

Some pieces from the collection are not available for purchase but were instead gifted to celebrities and influencers who attended the launch event. Notable attendees included models Candice Swanepoel and Barbara Palvin, and singer Saweetie, all dressed in Alo Atelier.

The Parisian influence of the collection is fitting, as Alo Yoga is focusing on its expansion into Europe. Their first London store will open in November, and they have plans to launch their first Paris store and a second London location in June 2024. The brand’s goal is to reach 100 Alo stores worldwide by the end of 2023.