ALO, the activewear brand that has spent the past four years building a luxury offshoot around winter resort dressing, has trained its attention on the Mediterranean for its first Summer Atelier collection. The debut warm-weather iteration of the line, launched this month, recruits supermodels Candice Swanepoel and Behati Prinsloo for a campaign shot along the Cannes coastline, modeling cashmeres, silks, and linens that extend the brand’s vocabulary beyond the slopes.
The results, photographed against the limestone cliffs and turquoise water of Cap d’Antibes, lean heavily on the textural interplay of unlined linen blazers over silk bias-cut slip dresses, cashmere cardigans knotted at the shoulder, and wide-leg trousers cut from a double-faced crepe that reads as both trouser and skirt depending on how the fabric falls. The palette runs from bone to ecru to the palest sand, punctuated by the occasional flash of terracotta in a knit or a scarf.
The strategic logic behind the summer expansion is clear: ALO Atelier’s winter collections have established a foothold in the luxury resort market, but the off-season reality of a ski-focused line is that it sits in stores for only three months of the year. A summer iteration doubles the revenue window and, perhaps more importantly, introduces the brand to a customer who may never ski but does spend August in Capri or Mykonos. That customer, ALO is betting, wants her cashmere in June.
Since its introduction in 2022, ALO Atelier has operated as the brand’s answer to luxury destination dressing — a category traditionally ceded to heritage ski labels and European resort houses. The winter iterations focused on alpine cabins and après-ski silk: cashmere base layers, shearling throws, merino turtlenecks cut to fit under a helmet. The transition to summer required a fundamental rethinking of the collection’s material language.
