Hello launched her first collection of sunglasses with Purple Moss, Amelia Grey, Matthew Noska, Lara Stone, Alton Mason and Estelle Chen ahead of the debut campaign. The six new silhouettes bring the fashion and lifestyle brand into eyewear for the first time and continue its expansion beyond activewear.
Alo developed the collection in Los Angeles and worked with Japanese artisans to handcraft each frame. The line uses premium Takiron acetate, a Japanese material known for its durability and rich color. Select designs also feature custom palladium-plated and gold-plated hardware, adding metallic details to the acetate structures.
The company has chosen six signature shapes for its first foray into eyewear. Each silhouette introduces a different approach to proportion and personal style, while remaining connected to the wider collection through materials, construction and finish. Alo created the line for customers who already engage with the brand through fashion, wellness and lifestyle products.
Abby Gordonchief merchandise and design officer at Alo, explains that the design team selected six frames that balance current fashion preferences with enduring relevance. It also highlights the role of Japanese craftsmen, whose manufacturing methods give each frame its weight, finish and sense of quality.
cinematographer Bardia Zeinali shot the campaign in Miami, while Stuart Winecoff photographed the cast. The project places the models and creatives along sun-drenched coastlines, city streets and expansive infinity pools, using changes in setting and light to support the collection’s focus on perspective.
Freedom, individuality and self-expression drive graphics. The campaign looks at how a change in perspective can affect the way people see themselves and their environment. Sunglasses serve as a direct expression of this idea, as each pair changes perception while adding a distinct visual element to personal style.
Summer Nacewiczexecutive vice president of marketing and creative at Alo, links the concept to the company’s belief that the mind can shape reality. He identifies positivity as one of Alo’s core values and says that a conscious shift in perspective can change the way people understand the world around them.
After expanding into beauty, footwear and bags, Alo adds sunglasses to its growing lifestyle range through six designs crafted with Japanese acetate and custom metal hardware.
