IMG has just announced that Alo Yoga will be the first official wellness partner for this season’s New York Fashion Week. The partnership is set to officially kick off on September 9th and run until the 10th. Through this partnership, Alo will bring mindfulness and wellness to the biggest fashion event of the year while also celebrating the intimate connection brought about by NYFW’s return to in-person shows. 

It seems like a necessary next step for both Alo and NYFW, given the emphasis on mental health and wellness that has been brought about given the stressors of the past year. “I couldn’t think of a better moment in time to announce Alo Yoga as our first official wellness partner for NYFW: The Shows as we venture out of lockdown. Continued wellness should be top of mind for us all as we find our way back this September, and we are so appreciative to Alo Yoga for their support of our fashion community,” said Leslie Russo, president of IMG’s Fashion Events and Properties.

Alo Yoga will host the Alo Wellness Department at Spring Studios. It’s meant to be an immersive, invite-only experience at NYFW that will offer “several wellness touchpoints.” The event will include a Kundalini yoga class, ear seeding acupressure, intuitive readings, a meditative sound bath hosted on the roof of Spring Studios, custom wellness lattes, and astrological readings by none other than Lisa Donovan, founder of the famed “The Pattern” astrology app. 

ALO YOGA was founded in 2007 by Danny Harris and Marco DeGeorge. The Los Angeles brand has become a cult favorite amongst both yogis and celebrities alike. The pair are very excited for this new collaboration: “We’re thrilled to partner with IMG this season as Fashion Week returns to New York. Alo exists at the intersection of fashion and lifestyle, so we see The Shows as the perfect venue to host a myriad of mindful moments for attendees to reconnect to themselves as well as each other,” says Danny Harris, co-founder of Alo.

This is a huge next step for the Los Angeles-based premium lifestyle brand that specializes in luxury activewear in their mission to both inspire wellness and create community. This partnership is emblematic of the brand’s eagerness to expand this year. It comes on the heels of Alo’s expansion into the beauty space with their Glow System, which launched earlier this year.

This unique collaboration between Alo Yoga and IMG marks an important milestone in the transformation of the wellness space, putting mindfulness and self-care at the heart of this season’s New York Fashion Week.