Kylie Jenner Expands Her Fashion Footprint With New Alo Campaign

Kylie Jenner is adding another major fashion campaign to her résumé.

The beauty mogul and entrepreneur has been tapped to front Alo’s latest campaign, stepping into the activewear and lifestyle space for a new visual rollout photographed by legendary fashion duo Mert & Marcus in Los Angeles.

The campaign introduces Alo’s new “Pink Marshmallow” colorway, with Jenner modeling several of the brand’s signature activewear silhouettes in the soft pink shade alongside additional neutral looks.

Built around the idea of “quiet confidence,” the campaign focuses on the private moments that exist away from Jenner’s highly public life — from slowing down and moving her body to spending time with family and protecting the moments that help her feel grounded.

The partnership also feels like a natural progression for Jenner, who has worn Alo for years before officially becoming one of the faces of the brand.

For Jenner, the campaign becomes another extension of a personal brand that has moved seamlessly between beauty, fashion, lifestyle and pop culture.

And with Alo continuing to blur the lines between performance wear, luxury fashion and celebrity culture, Kylie Jenner may be the perfect face for its next chapter.

From Kylie Cosmetics to high-fashion campaigns and now wellness, Kylie continues to prove that her greatest business asset may be her ability to evolve.