Kendall Jenner and ALO: When Luxury Means Taking Care of Yourself

Luxury isn’t just diamonds and designer evening gowns. Sometimes, it’s quieter than the rustle of leaves and softer than the morning light. That’s exactly what ALO’s new Fall 2025 collection aims to convey, with Kendall Jenner as the face of the campaign.

Luxury isn’t just diamonds and designer evening gowns. Sometimes, it’s quieter than the rustle of leaves and softer than the morning light. That’s exactly what ALO’s new Fall 2025 collection aims to convey, with Kendall Jenner as the face of the campaign.

The shoot took place at the picturesque Amangiri in Utah — a place where the horizon feels endless and the silence almost tangible. Kendall poses on horseback, moves with calm, and breathes deeply — there’s not a hint of rush here. The campaign’s concept is simple and beautiful: “Luxury Is Wellness” — luxury as a state of inner wellbeing.

Kendall played an active role in the creative direction of the project. She brought her minimalist style, love of simplicity, and mindfulness to the campaign. At the center is the Core Collection: a capsule of 10 essential ALO pieces personally selected by Jenner. These are versatile pieces that work for traveling, on set, or at home — whenever you simply want to enjoy a rare moment of calm.

“ALO’s philosophy completely reflects how I try to live: being intentional and taking care of myself from the inside out. Wherever I am — traveling, on set, or at home — I always come back to the small rituals that help me maintain balance. That’s what ALO is all about. I’ve been connected to the brand for years, and creating this campaign in such a beautiful and peaceful place made the experience even more special,” Kendall explains.

ALO’s Fall collection isn’t just clothing. It’s an invitation to slow down, breathe deeply, and remember that luxury isn’t about things — it’s about the space we create for ourselves.