This year, IMG welcomed Alo as the first official wellness partner of New York Fashion Week — and let’s just say, we’re still asking Mélodie Monrose to pinch us.
While we came together to once again celebrate this dearly missed week in the iconic city of fashion, we were honored to bring mindfulness and wellness to the forefront.
For the first time in Fashion Week history, fashion shows and rooftop events were intermixed with sound baths, kundalini yoga, and intuitive readings — in the spirit of National Yoga Month and the journey out of lockdown, this integration of wellness couldn’t have felt more timely.
“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. 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.”
- Leslie Russo, President of IMG’s Fashion Events and Properties
To serve as a wellness hub throughout the week, the Alo Wellness Dept. set up camp at Spring Studios to offer an immersive experience to NYFW-goers. Immediately upon entering, attendees felt love, light, and peace wash over them thanks to Black + Jane’s addition of gems, crystals, and sage bundles decorating every corner. Between acupressure ear seeding, astrology readings by Lisa Donovan from The Pattern App, and epic Alo Moves classes led by some of our favorite yogis, this space invited much-needed R&R into the typical NYFW schedule. And thanks to Susy Markoe Schieffelin who managed to bring rays of sunshine via her sound bath ritual, the rainy day didn't stand a chance.
After refueling with a blue spirulina latte and a passionfruit parfait from Ruby’s Cafe, we headed to our Flatiron Sanctuary for the Wellness Gifting Suite equipped with a full lineup of our Alo Glow System. Between the stress and the heat brought on by an intense week of all things fashion, the Magnesium Spray worked miracles (and BTW, it just won a Shape Beauty Award — NBD).
Before heading onto the next show, we were sure to sneak some off-duty model inspo from Diana V and Lais Ribero (and yes, we will be copping a Sweatshirt Bra and Tearaway Snap Pant A.S.A.P.) plus add an L.A. Sherpa to our Fall wardrobe lineup thanks to Daiane making it look like what dreams are made of on the @Alo IG.
At Alo, mindful movement breeds positivity, confidence, and inspiration into our lives — all things that everyone needs a dose of during Fashion Week. At our SoHo sanctuary, we offered a daily lineup of yoga classes from breathwork classes for those looking to recenter, meditation classes for those wanting to soak in every moment, and sculpt classes for the endorphin-obsessed. Taking time to slow down in the city that never sleeps during the busiest week of the year helped us find gratitude throughout each day and energy all week long.
Speaking of “energy,’ the Alo x NYFW party on Thursday night brought Casamigos x Alo Vitality Elixirs — which we’re wishing would be a thing outside of the four walls of this epic party — and an array of beautiful faces feeling replenished after a day spent at Spring Studios. From G Eazy getting us ready to buy all things Alo for the men in our life, to Amelia Gray Hamlin looking like she just had a spa day (instead of walking runway in front of hundreds of people all day), there was so much to see. You’ll definitely be catching the Polaroids of Joy Corrigan, Suede Brooks, and Jen Selter on our fridges.
If there’s anything we’ve learned from this past year, it’s the power of being present. Amidst epic shows, jaw-dropping innovation, and a few moments of starstruck-paralysis, taking the time to reconnect to others and self (while also dancing the night away) was powerful.
Per our scrolls on social media, we know that models, celebrities, and designers are typically ready for a vacay post-fashion week, but with the influence of Alo’s wellness programming, we’re seeing a lot of “when’s the next Fashion Week” posts, which we’ll take as a job well done.
To catch all Fashion Week footage, be sure, be sure to follow @AloWellness_, @Alo, and @AloYoga on IG and maybe we’ll be seeing you in Milan soon!
