Kylie Jenner fronts ALO’s new “Pink Marshmallow” campaign. She delivers a quieter kind of wellness story to the brand’s biggest platform. The campaign settles into the moments that happen when no one’s watching, the ones that build a person over time.
Mert & Marcus shot the campaign in Los Angeles, and their eye keeps things minimally chic. Kylie moves through sleek studio portraits in soft pink, then shifts into sharp black-and-white fitness shots that feel almost private.
“Some of the most meaningful parts of my life happen when no one’s watching,” Kylie says, framing the campaign as a boundary she’s drawing in public.
The hero look leans Barbie-meets-Pilates: the Alosoft Intuition Bra paired with the High-Waist Intuition Capri in Pink Marshmallow Heather. Around it, the ALO brand builds out the story with the Sway Full Zip Hoodie, the Sunset Sneaker, the Airlift Intrigue Bra, and the High-Waist Airlift Short.
Soft color, body-hugging shapes, sporty function, all rendered in a pink with real attitude.
Kylie’s not done in pink. See her front the Frankies Bikinis x KHY campaign next.
