Identified for designing aesthetic, trend-forward athleticwear, Alo’s third version of its winter Alo Atelier assortment consists of items designed to raise winter lively and après-ski actions. The elevated assortment represents the model’s continuation into the luxurious house in addition to its dedication to offering stylish performance-driven style and wellness choices for each scenario.
Much like different collections, Alo Atelier has been designed for the buyer to put on each within the studio and on the road with 62 items in complete. Items have been created to combine and match and can be found in black, ivory and sand with pricing starting from $128 to $1,400. Along with function-forward choices, together with a ski go well with and formfitting thermal layers within the model’s Airlift fabrication, the gathering has an array of cozy cashmere units and sleep-inspired items.
An emphasis was placed on elevating fabrications used all through the gathering and marking the primary time that the model has featured silk. Cashmere items are designed to be light-weight for consolation aiming to supply “the last word indulgence for a frequent flier or lounge lover alike.”
Abby Gordon, chief design and merchandising officer at Alo Yoga, defined that this version of the Alo Atelier assortment was impressed by “what a winter vacation would appear like if it have been spent in Courchevel” reimagined by the Alo design home.
“We drew inspiration from the stylish slopeside apparel of many years previous and centered deliberately on materials that carry the imaginative and prescient to life,” mentioned Gordon. “From buttery silk units for morning coziness to performance-driven ski fits that embody motion to après-ski cashmere for relaxed afternoons, and at last silk clothes and wool coats for elegant evenings, the gathering captures 24 hours of winter luxurious. On the coronary heart of each piece is our dedication to seamlessly transitioning from studio to avenue, making certain our neighborhood stays effortlessly trendy with fantastically crafted designs.”
Notably, the total design and improvement course of from ideation and imaginative and prescient to execution lasted 18 months.
For the gathering’s marketing campaign, Alo featured fashions in an “immersive VIP mountain expertise” which Summer time Nacewicz, government vice chairman of artistic and advertising at Alo Yoga mentioned introduced the model’s imaginative and prescient to life and “established Alo as the last word vacation spot for these looking for luxurious in wellness.”
Furthermore, she mentioned, that as wellness has turn out to be an important factor of contemporary luxurious, Alo wished to “redefine après-ski via the lens of conscious dwelling.”
“We perceive that wellness goes past weight-reduction plan and train — it’s a each day alternative, a life-style that encompasses each thoughts and physique,” mentioned Nacewicz. “Alo embodies this larger way of thinking and this deeper connection to your self and others. We encourage and empower individuals to indicate up as their finest selves and reside the life they need to reside.”
To that finish, Gorden advised WWD that the Alo Atelier collections “symbolize a pure evolution” for the Alo model that’s being pushed by its deep understanding of contemporary luxurious and the approach to life wants of its neighborhood.
“This assortment was created to handle a spot available in the market for winter put on that seamlessly transitions between practical efficiency and elevated class, sitting on the intersection of style, wellness, luxurious and efficiency,” mentioned Gordon. “In as we speak’s style panorama, there’s a rising demand for versatility — items which can be each luxurious and sensible, enabling wearers to maneuver effortlessly via their lives.”
With this assortment, she mentioned, Alo is catering to customers who prioritize high quality, timelessness and the power to curate a capsule wardrobe that strikes seamlessly throughout each facet of their lives from lively pursuits to intimate dinners and glamorous soirées.
“By mixing wealthy fabrications comparable to silk and cashmere with performance-driven designs, Alo Atelier embodies the concept that luxurious and performance aren’t mutually unique,” mentioned Gordon.
Nacewicz added that Alo Atelier has continued to achieve momentum every season and that the corporate’s early knowledge has proven that this yr’s assortment has been essentially the most profitable but. Many items bought out in the course of the first week, which she credit to an amazing demand from each new and dependable prospects.
“We all know that the Alo client retailers different luxurious manufacturers and shares our perception that wellness is the brand new luxurious,” mentioned Nacewicz. “To fulfill them the place they’re, we’re responding to the excessive demand for much more premium merchandise from Alo. We’re a design-led model that operates largely on intuition — this assortment was no exception. We all know what’s on the forefront of style and tips on how to carry that to our prospects within the distinctive Alo manner.”
Your complete assortment is on sale now on-line and in choose flagships. Given the success of the third iteration of Alo Atelier, Alo plans on launching one other drop for Alo Atelier subsequent yr.