Model Bella Hadid has launched her latest campaign as a brand ambassador for Alo, showcasing the athleisure brand's new pre-fall collection. The campaign features Hadid in athletic wear, flexing her biceps while holding dumbbells. "Health is wealth baby!" Hadid, 29, captioned an Instagram post sharing the campaign imagery.
Hadid, who has battled chronic neurological Lyme disease for 14 years, expressed gratitude for the partnership. "I've been loving, living and styling" Alo's pieces for over a decade, she stated.
The campaign, styled by Mimi Cuttrell, includes shots of Hadid modeling Alo's $78 'Accolade' sweat shorts and $44 'Sheer Glow Bra,' as well as the $295 Alo 'Trail' sneakers and $88 'Airbrush Better Together' layered bra. The photographic work for the campaign was done by Mert Alaş and Marcus Piggott.
In a statement accompanying the campaign, Hadid reflected on her evolving definition of success and the importance of self-care. "Success means something completely different to me now than it did a few years ago," she told ELLE. "I used to think it was about always working, always saying yes, always chasing the next thing. Now it feels a lot more simple. It's having the space to wake up and actually enjoy my life, take care of myself, spend time with the people I love, and feel present in the moments that matter."
She continued, "The more I listen to myself and live in a way that feels honest, the more grounded and confident I become. As I've gotten older, I've realized how important it is to create space for myself. Whether that's slowing down, moving my body, or just taking a moment to reconnect, those little rituals have become such a big part of how I take care of myself."
This new role comes approximately five weeks after Hadid experienced a flare-up of her Lyme disease symptoms. She had previously described experiencing such severe brain fog and exhaustion that she could not shower without fainting. Hadid, who was diagnosed with the tickborne illness in 2012, shares her diagnosis with her mother, Yolanda Hadid, and brother, Anwar Hadid.
Despite past health struggles, Hadid had declared herself "finally healthy" in 2023 and expressed pride in her perseverance. She also co-founded the alcohol-free fragrance company Ôrəbella and is set to release a visual memoir, titled "Bella Hadid: Between Us," in October.