Alo is stepping beyond activewear with the launch of its very first eyewear collection, marking another major milestone in the brand’s evolution into a full lifestyle label. Known for its wellness-inspired sportswear, streetwear, skincare, beauty and accessories, the Los Angeles-based brand is now bringing the same elevated approach to sunglasses.
To introduce the collection, Alo has unveiled a campaign featuring Lila Moss, Amelia Gray, Lara Stone, Alton Mason, Estelle Chen and Matthew Noszka. Shot by photographer Stuart Winecoff and filmed in Miami by filmmaker Bardia Zeinali, the campaign captures the energy of fast-paced living while exploring the idea that perspective shapes how we experience the world.
Designed in Los Angeles and handcrafted in Japan, the debut collection introduces six genderless eyewear silhouettes that balance timeless design with contemporary styling. Each frame is crafted from premium Takiron acetate, a Japanese material celebrated for its durability and rich colour, while select styles are finished with custom gold-plated and palladium hardware for an added touch of luxury.
“For this inaugural launch, we landed on six signature silhouettes that strike a balance between trend and timelessness,” said Abby Gordon, Alo’s Chief Merchandise & Design Officer.
“To bring this collection to life, we partnered with artisans in Japan where the craftsmanship behind every frame reflects an unwavering commitment to quality. You can feel it the moment you pick them up.”
The campaign highlights each silhouette through a series of cinematic Miami scenes. Lila Moss wears the pink-tinted Wire Frame sunglasses while relaxing beside an infinity pool, while Amelia Gray showcases the angular Speed sunglasses paired with one of Alo’s signature athletic looks.
Lara Stone brings effortless glamour in the classic Cat Eye frames as she drives a vintage car, demonstrating the versatility of the collection beyond activewear. Estelle Chen models the rounded Skinny Oval sunglasses against Miami’s coastal backdrop, while Matthew Noszka sports the Rectangle silhouette on the beach. Alton Mason completes the campaign wearing oversized Aviator frames with gold-tinted lenses, paired with an Alo leather duffle bag.
The campaign also reflects Alo’s growing influence within fashion. While Moss, Stone, Chen and Mason make their debut for the brand, Amelia Gray and Matthew Noszka return after previous campaigns, joining a roster that has previously included Kendall Jenner, Jasmine Tookes and Candice Swanepoel.
“So much of Alo’s belief system is rooted in the power of the mind to shape your reality,” said Summer Nacewicz, Executive Vice President of Marketing & Creative at Alo.
“With positivity as one of our core values, this campaign explores the idea that perspective is everything—and that a conscious shift can change the way you see the world.”
Retailing between $250 and $375, the collection is available in a versatile palette of black, brown, grey, pink, blue and gold.
