A woman in a cozy gray outfit sits at a cafe table, holding a coffee cup and looking thoughtful. The scene conveys a calm, reflective mood.

Fashion

London Fashion Week –

Art Direction & Creative Strategy

Overview

As the official partner of London Fashion Week, Alo positioned athleisure within the language of fashion. Set in Mayfair, the editorial captured a model off duty narrative through an LA lens, rooted in the brand’s identity.

Defined how the story came to life across each environment, ensuring a cohesive visual language from start to finish. Led art direction through production and post, shaping casting, styling, locations and overall tone to feel current, elevated and culturally relevant.

The final body of work was designed to live beyond the moment, rolling out across email, site and social to extend the impact of London Fashion Week for the LA based lifestyle brand.

Woman crossing the street in London fixing her hair with a black leather, jacket, skirt, and white t-shirt
Woman crossing street in london with coffee in hand wearing a black leather jacket, black skirt and white t-shirt with riding boots.
Person in a car, wearing teal Alo athleisure and white sneakers, sitting with knees hugged. The mood is relaxed and casual.
A person in sunglasses and a light gray tracksuit sits on a wicker chair outside a café, beside a table with a coffee cup, exuding a relaxed, stylish vibe.
A woman in a gray sweatsuit sits at an outdoor café table, holding a coffee cup. She looks thoughtfully into the distance. The setting is cozy and relaxed.