Katie Holmes was photographed on the streets of New York City carrying one of Alo Yoga’s soon-to-be-released luxury handbags, giving an early glimpse of the lifestyle brand’s first high-end bag collection ahead of its pre-order launch on Sept. 9.
The actress was seen with The Voyage Duffel, one of four core silhouettes in the limited-edition line that also includes the Tranquility Tote, Odyssey Bowler and Balance Bucket. Prices for the collection range from $1,200 to $3,600, a move that has prompted discussion about the brand’s positioning in the luxury market.
Alo said the pieces are crafted from responsibly sourced Italian leather and suede, designed in Los Angeles and handcrafted in Florence, Italy. The company said the bags will be sold in extremely limited quantities at 23 top-performing Alo locations worldwide, including the SoHo store in New York, Beverly Hills, the Regent Street flagship in London and a shop in Aspen. Pre-orders open Sept. 9, with in-store pick-up scheduled for Sept. 22 and Sept. 23.
“Our customers are already pairing their Alo with designer bags, so they can now be head-to-toe in a brand that reflects who they are and what they believe in,” said Danny Harris, co-founder and co-CEO of Alo. “At Alo, we always start with why — for us, it’s about creating products that align with our community’s values while elevating their lifestyle.”
The campaign for the collection was photographed by fashion photographer Steven Meisel, with creative direction by Raúl Martinez and beauty led by makeup artist Pat McGrath. Models featured in the campaign include Amelia Gray Hamlin, Candice Swanepoel and Daiane Sodré alongside Holmes. Hamlin called her involvement “a full-circle, pinch-me moment.” Swanepoel described the shoot with Meisel and working with fellow models as “pure magic.”
Alo emphasized the limited nature of the drop, saying the release targets a select segment of its customer base. The company told media it plans to expand its bag offerings in Winter 2025 and will accompany the next wave with a new series of collectible crystals. Retail distribution for the current launch will be restricted to the 23 specified stores rather than a broader roll-out.
The move marks a notable shift for Alo, a brand known for athleisure and yoga apparel, into the high-end accessories market. Details on long-term pricing strategy and broader availability beyond the initial limited release were not disclosed.
The pre-order launch on Sept. 9 will determine immediate consumer response and inventory uptake; customers who pre-order can pick up purchases at participating stores on the dates specified by the company. Alo has framed the collection as aligning with its community’s values while offering a new category of products that pairs with its existing apparel.
Photographs of the campaign and on-street sightings of the bags have circulated on social and fashion outlets ahead of the official launch, prompting commentary on pricing, production provenance and the brand’s expansion into luxury accessories. Alo’s next steps, including the Winter 2025 collection and collectible crystals, remain scheduled as announced by the company.