Alo’s Got a Brand-New Bag! Amelia Gray Hamlin, Candice Swanepoel, and Adut Akech Celebrate the Launch

There’s an undeniable mystique to anything touched by a small cadre of revered fashion figures—those truly deserving of the term ‘legend.’ There’s the legendary photographer Steven Meisel, the legendary makeup artist Pat McGrath, the legendary stylist Carlyne Cerf de Dudzeele, the legendary hairstylist Guido Palau, and legendary supermodel Candice Swanepoel. Independently, they make beautiful work that stands the test of time, but together they have a collective power to create the sort of splashy moment for a brand that ushers in a new era.

Such was the case last night, when the work of all five was revealed in the form of a new advertising campaign for Alo, debuting a range of luxury bags simply dubbed The Bag Collection. Retailing between $1,200 and $3,600, the four bags—the Voyage Duffle, Tranquility Tote, Odyssey Bowler, and Balance Bucket—are a striking about-face from the core collection of Alo activewear known to the masses. This was made all the more clear when partygoers sporting the bags paired them not with stretch leggings and sneakers, but with minidresses and heels. Clearly, these bags weren’t meant to live strictly in the gym.

“Our bags are another step in creating our wellness ecosystem,” Alo’s Executive Vice President of Marketing and Creative, Summer Nacewicz, explained. “Every product we make should reflect health, intention, and innovation, so when we started looking at this category, we wanted to make sure we were creating something with the same craftsmanship and premium materials as the bags from the heritage houses our customers were already carrying, just with a bit more versatility and wellness in mind. So these are designed to fit seamlessly into that on-the-go, wellness-driven lifestyle our customer lives.”

And rather than a bedazzled Labubu, the bags also come accessorized with a significantly more elevated charm known as an “Alo Intention Crystal,” meant to provide a myriad of energy-based benefits. “I am very much a crystal girly, a little too much, I think,” Candice Swanepoel told us with a laugh. “Even my sons are into it. There’s a full blood moon now, my crystals were bathing in the light, getting energized. I have my energy-protecting ones in my bag, and I traveled here with the duffel, and people were like, ‘Oh, that’s a nice bag.’ I’m like, ‘Just you wait.’”