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Alo Yoga is stretching, bending and breaking the mold. The Los Angeles-based activewear label is bridging the gap between wellness and fashion with its first foray into luxury ready-to-wear and just presented its first-ever collection at New York Fashion Week.
On Sept. 10, the leading fashion and lifestyle brand debuted its Holiday 2022 capsule collection, titled Aspen, at Spring Studios, featuring many high-end après-ski styles and options to wear while hitting the slopes. The line (which ranges from $54 to $1,425) was in celebration of the “spirit of adventure,” and consisted of 17 styles, including performance-ready ski suits, ribbed cashmere sets, floor-length faux fur jackets and water-resistant outerwear. There were also some styles that showed a bit more skin, with cropped bra tops and mini skirts, high-cut one-piece bodysuits, and sheer white leggings with a matching white sports bra.
“Alo exists at the intersection of fashion and wellness, so we see showing our Aspen Collection at NYFW as the perfect venue to host our high-end line that is both studio–to–street with luxury design and fabrication,” Danny Harris Co C.E.O. and Co-Founder of Alo Yoga said in a statement.
To see how the styles looked IRL, showgoers were able to try on pieces via Snap AR Lenses, and those on Snapchat could also experience it via Snapchat’s Lens carousel or in the Dress Up tab in Lens Explorer.
In addition, the brand partnered with the world’s leading Web3 infrastructure company, MoonPay, to launch Alo’s first NFT. HyperMint, MoonPay’s self-service NFT minting platform, lead the mint and distribution of the NFTs.
The Aspen Collection NFT is designed to celebrate Alo Yoga’s first foray into winter performance wear and luxury prêt-à-porter. It comes in the form of a digital certificate and mark holders as a community with exclusive benefits. Customers who buy pieces in the limited-edition Aspen collection will receive an Alo exclusive NFT, providing a Certificate of Ownership — and customers will be granted VIP experiences, including personalized shopping experience via a private client manager, and access to future experiences at Alo Houses and the Alo Wellness Clubs.
“The Alo Aspen Collection is an experience in itself, where luxury meets high performance. Being able to try the collection in real-time via AR, and receiving an immutable certificate of ownership not only elevates the purchasing experience, but also elevates the authenticity, transparency and security of our products and creates the building blocks to provide lifetime value and rewards to our most loyal customers.” Angelic Vendette, VP & Head of Marketing at Alo Yoga said in a statement.
Alo Yoga was established in 2007 with the goal to bring the transformative yoga experience to the masses. Ever since, the company has become into a brand that’s just as cool to wear on as off the mat thanks to some of Alo Yoga’s famous fans that include Gigi Hadid, Taylor Swift and Hailey Bieber. Alo Yoga also expanded the notion of “mindful movement” to streetwear, bringing performance-level qualities to activewear right when leggings were taking the world by storm.
Ever since, Alo Yoga has lived up to its name, which stands for “air, land and ocean,” by offering outerwear, swimwear, workout gear and beauty products, from haircare and skincare to shoppers. This new luxury launch will mark another step towards an all-encompassing lifestyle brand. Get notified when the collection becomes available, at aloyoga.com.
