Alo Yoga (Alo), a leading activewear and lifestyle brand, will be bringing yoga and mindful movement as the first official wellness partner for New York Fashion Week: The Shows (NYFW: The Shows).
“I couldn’t think of a better moment in time to announce Alo Yoga as our first official wellness partner for NYFW: The Shows as we venture out of lockdown,” says said Leslie Russo, president of IMG’s Fashion Events and Properties. “Continued wellness should be top of mind for us all as we find our way back this September, and we are so appreciative to Alo Yoga for their support of our fashion community,”
The partnership will officially kick off on Sept. 9, with the Alo Wellness Dept., an immersive, invite-only event at Spring Studios offering several wellness touchpoints including a Kundalini yoga class, a meditative sound bath on the rooftop of Spring Studios. It will continue on Sept. 10, with more wellness offerings, including ear-seeding acupressure; intuitive readings; astrology readings by Lisa Donovan, founder of The Pattern App; aura photos; and custom wellness lattes.
Through this partnership, Alo aims to bring mindfulness and wellness to the biggest fashion event of the year and celebrate connection, specifically as NYFW returns to in-person shows.
“We’re thrilled to partner with IMG this season as Fashion Week returns to New York,” says Danny Harris, co-founder of Alo. “Alo exists at the intersection of fashion and lifestyle, so we see The Shows as the perfect venue to host a myriad of mindful moments for attendees to reconnect to themselves as well as each other.”
This partnership marks continued expansion for the brand. This year, Alo saw an increase of sales growth in its apparel categories and launched into beauty for the first time with the debut of the Alo Glow System in December 2020, a botanical-based, clean skin and body-care regimen that can be found at retailers including Credo, Revolve, as well as its brick-and-mortar stores.
Alo will also be hosting events at its Manhattan-based sanctuaries located in the Flatiron and SoHo areas from Sept. 6 to 12. Attendees can expect to see a Wellness Gifting Suite at the SoHo location, featuring the brand’s Alo Glow System alongside a schedule of daily yoga, meditation, and breathwork classes offered at the Flatiron location. On Sept. 9, Alo will host an invite-only dinner at Sutra, its rooftop restaurant located in Flatiron. Additionally, the brand will hold press appointments to present its Spring ’22 collection at its Flatiron sanctuary from Sept. 6-9.